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About anchor Anchor Consumer Products Pvt. Ltd.

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An Overview

Anchor Consumer Products Pvt. Ltd.

Our journey began in 1992, with the launch of a breakthrough product – India’s first vegetarian toothpaste. Pioneering the use of calcium phosphate, extracted from rock rather than bone ash, Anchor had developed a groundbreaking product that propelled it to becoming a major player in the toothpaste market. In 2005, we forayed into the personal care segment with the launch of Dyna beauty soap. A revolutionary quality product with 76% TFM, consumer acceptance soon followed. With its clear positioning and strong value offering, Dyna beauty soap became the youngest entrant into the league of the top five soap brands.

At Anchor, innovation in products and processes is always the first step in our pursuit of continued excellence. The most important thing for us, at Anchor, besides innovation and strong financial performance is being mindful of our consumers’ needs and becoming a trustworthy and caring partner.

Today, Anchor Consumer Products Pvt. Ltd. offers a variety of superior quality toothpastes, toothbrushes and mouthwash in the oral care segment. Additions to the personal care portfolio along with the Dyna range, include products such as Anchor Health+ soaps, hand wash and hand sanitizer.

Today, Anchor Consumer Products Pvt. Ltd. has grown into a formidable player and one of India’s fastest growing companies in the FMCG market. Anchor’s overseas market presence is found in the MENA region where its product range finds a great demand.

THE JOURNEY SO FAR

Anchor Health & Beauty Care was formed in 1997 as a division of the Anchor Group, which is one of the world's largest manufactures of electrical switches and accessories, and a household name in India.

1962

Mr D.L. Shah and Mr J.L. Shah began their journey by setting up a moulding unit to manufacture components for electrical accessories in the suburbs of Mumbai. The seeds of something big were sown.

Nurtured by the value proposition of its quality product, Anchor rose to become India’s largest electrical accessories brand, in a segment dominated by multinationals.

1970's

1990's

Anchor established a broad portfolio of products with diversification into lighting, wires, control & switchgear and domestic appliances.

Propelled by the core principal of innovation, Anchor ventured into the FMCG sector with the launch of its groundbreaking product, India’s first vegetarian toothpaste – Anchor White.

1992

2000

The journey to global domination was complete as Anchor became the world’s No.1 switch manufacturers with more than 60% market share. Key joint ventures with leading technology companies soon followed.

2005 saw the launch of Dyna premium beauty soap, a quality product with 76% TFM. With its clear positioning and strong value offering, Dyna became the youngest entrant into the league of the top five soap brands.

2005

2007

Panasonic group acquires Anchor Electricals for a whopping USD 500 million, making it the largest overseas buyout for a Japanese company.

Anchor launches Health+ soap, Handwash & Sanitiser. All, enriched with the power of sanitizer to keep you 100% protected.

2016

2017

Dyna premium beauty soap re-launched with 100% real ingredients and 6 exciting variants.

Anchor revamped its entire toothbrushes portfolio with great quality Dupont bristles that last 2x longer.

2018

The mission

To develop products of superior quality, act with integrity in all business relationships, use business to contribute solutions to the enrichment of the society.

Company Values

Integrity & Honesty We commit to upholding the highest ethical standards in all our business dealings.
Customer Focus We are committed to surpassing our customers’ expectations at all times.
Innovation We encourage entrepreneurial and innovative ideas in pursuit of excellence.
Adaptability We anticipate changes in the marketplace and offer relevant and up-to-date services in response.
Social Responsibility We are committed to making a proactive and positive contribution towards the community. As a responsible corporate, we strive to contribute and abide by all environmental and legal norms.
Teamwork We commit to nurturing an environment where teamwork is of utmost value.
Accountability We shall be held accountable for our actions and transactions.

Facilities

In our perennial quest to provide the best quality products to our customers with great value for money, the focal point is always on productivity and sustainability. We manufacture our personal care, oral care and industrial products at our state-of-the-art manufacturing facilities in Kutch, Gujarat, Haridwar and Uttarakhand. Both these plants contribute to the manufacturing of the products for our brands in India, several export markets and private label clients.

Responsible environment stewardship is one of the core values of the company. It is not only an integral part of doing business but also of utmost need in the current global climate scenario. The company’s vision for the future is firmly anchored in the belief of adopting sustainable development practises.

Kutch

Spread over 55 acres, the plant is located at the outskirts of Kutch city in Gujarat. The plant manufactures industrial products including soap noodles, stearic acid and glycerine of various specifications for the various needs of our customers.

The Dyna beauty soap range from our beauty care portfolio and the Anchor toothpaste from the oral care portfolio are also manufactured here.

Haridwar

Spread over 21 acres, the Haridwar plant, manufactures all our consumer brands. These include Dyna beauty soap, Anchor Health soap and all varieties of toothpaste and toothbrushes from the oral care portfolio for both, export and domestic markets.

Kutch
Haridwar

CSR

The promoters of Anchor Consumer Products Pvt. Ltd. have been blessed with the responsibility of bringing about change and progress. Guided by the famous precept by Mahatma Gandhi - “Be the change you want to see in the world” - Anchor has worked over the years to drive several charitable societies and educational institutes.

Most notable amongst them is the Anchorwala Ahinsadham - A state-of-the-art veterinary hospital and shelter home, ranked as the no.1 facility in the country for sick and abandoned animals.

Houses more than 3750 sick birds and animals for treatment
Shelters over 6000 abandoned animals
Over 300 operations conducted every month
The ICU has nearly 100 patients at any given time

The trust also manages a 600 acre property which is used to grow herbs, grass and plants to feed and support the resident animals of Ahinsadham. The trust also maintains Nandi Sarovar, a lake spread over 35 acres to support these animals and the animals from several nearby villages.

Facilitations for Ahinsadham

Best Animal Welfare Organization from the State Government of Gujarat.

Best utilization of donations for treatment of animals.

Best facility from Animal Welfare Board of India and appointment as inspecting agency for Gujarat.

All India Human Rights recognized for working style and efficiency.

Mahavir Jeevdaya Award by former Chief Minister of Gujarat, Shri Narendra Modi.

Recognized with Swarnim Gujarat Award, by State Government of Gujarat.

Mr. George Angelo (CEO)

He joined Anchor in July 2016 as Chief Executive Officer bringing a total professional experience of over three decades. Prior to joining Anchor, George served as CEO of Ascent Health & Wellness, an Everstone Capital company.

George has diverse experience across FMCG, Durables & Pharma sectors having begun his career at Hindustan Unilever Limited as Area Sales Manager. Having spent the better half of the decade at HUL handling key assignments in sales, trade marketing and customer service, he joined EID Parry Ltd. as General Manager, Sales & Marketing – Parryware. George then joined Dabur India Ltd. in 2006 as Vice President, Sales. Spending a further five years at Dabur, he spearheaded many innovative sales & marketing strategies rising up to become the Executive Director – Sales.

George graduated with a Bachelor’s degree in Science from Chennai University before completing a Post Graduate Diploma from Bangalore University, an MBA from ISB and a leadership program from Kellogg School of Management, USA.

Mr. Ajay Gandhi (Head, Marketing & Trade Marketing)

He joined Anchor at the start of 2017 as Head, Marketing & Trade Marketing with a professional experience of over 12 years. He served as GM, Marketing – Rural at Godrej Consumer Products Ltd. developing frameworks, channels & products for the rural market.

Ajay began his career at Wipro Technologies, managing key accounts and ensuring brand activation. A brief stint with Reebok followed where he honed his skills in retail sales before moving on to Godrej Consumer Products Ltd. as a Sales Manager. At GCPL, Ajay handled various roles which included Trade Marketing, Brand Management and Rural Marketing. He was responsible for developing the overall rural marketing approach for all categories at GCPL while looking at the rural product innovation pipeline for the organization.

Ajay has graduated with a Bachelor’s degree in Commerce from Delhi University before completing his MBA from Warsaw School of Economics, Poland and MDI, Gurugram.

Mrs. Sheetal Joshi (Head, HR )

Sheetal Joshi is the Head of Human Resources at Anchor Consumer Products Pvt. Ltd.

She began her journey with Anchor in 2016 bringing in an experience of over two decades experience across sectors like Manufacturing, FMCG, Tyre Industry, Construction and Food Industry.

Sheetal started out in HR & Admin at Dabur India Limited. Over the last two decades she has developed her experience in Change Management, Organizational Design & Development, managing diverse HR functions like Planning, Reward Management, Compensation & Benefits, Recruitment, Training & Development and Industrial Relations at various organizations such as Saint-Gobain Weber, RDC Concrete (India) Pvt. Ltd., ATC Tires Pvt. Ltd. and West Coast Fine Foods before joining the leadership team at Anchor.

Sheetal graduated with a Bachelor’s in Commerce from Mumbai University before moving on to complete her MBA from Welingkar Institute, Mumbai. She also holds various Diplomas in Training & Development, Workforce Development & Training, Labour Law and Labour and Industrial Relations.

Mr. Ankush Vig (Head of Supply Chain)

Ankush began his journey with Anchor in 2016 as the Head of Supply Chain. He is a Procurement Management professional with over 14 years of experience in Strategic Sourcing, Procurement, Contract Manufacturing, Supply Chain Management.

He started out as a Research Associate – Packaging Development with Ranbaxy Laboratories Limited before moving on to Dabur India Limited as an Assistant Manager – Purchase. Ankush has also served as a Sr. Executive – Sourcing at Wrigley, a recognized leader in confections with a wide range of product offerings worldwide. He joined The Himalaya Drug Company as a Procurement Manager where he was involved in the strategic sourcing of packaging materials for consumer products and management of raw materials. He joined the Anchor team after his stint at Amway where he served as a Manager-Sourcing working in the Amway India product range that included – Nutrition, Home Care, Personal Care & Beauty.

Ankush holds a Post Graduate Diploma in Packaging, Packaging Science from Indian Institute of Packaging, Mumbai having also completed the Leadership Certificate Program from Davenport University, USA.

Mr. Pravin Goyal (Head, Manufacturing)

Pravin Goyal is the Head of Manufacturing at Anchor Consumer Products Pvt. Ltd.

Pravin brings in a total professional experience of over 23 years in the areas of Engineering, Projects & Operations having joined from Reckitt Benckiser Ltd. having served as a part of the Senior Management Team spearheading projects in India, China & Indonesia. His previous work experience includes stints at IPCA Labs Ltd., Apollo International, Jayant Vitamins Ltd, Torrent Pharma Ltd. and Wockhardt Ltd.

Pravin holds a Bachelor’s degree in Engineering (Mechanical) from MITS, Gwalior.

Dr. Vivek Patwardhan (VP, Research & Development)

Dr. Vivek Parwardhan, Vice President of Research & Development at Anchor Consumer Products Pvt. Ltd. began his journey with Anchor in 2008 as General Manager, Research & Development. He has an experience of over 27 years in the FMCG sector having working with MNC’s such as E Merck, Colgate Palmolive, Marico and Dabur India Limited; specializing in Quality Assurance and Product Development.

Vivek is a Certified Trichologist from the Internal Institute of Trichology, Australia and leads a team of talented scientists in the research and development of top quality products for our consumers.

Vivek holds a Bachelor and Masters degree in Chemistry before completing his Diploma in Managements Studies from Mumbai University. He has completed his MBA from ICFAI and his PhD in Chemistry from Mumbai. A Naturopath, he also holds a MD degree in Yoga and Naturopathy Science.