According to industry sources, the Burmans are also in the process of choosing a group chief executive officer (CEO) for Dabur India. In keeping with their plans to run the group in a totally professional manner, the family has decided to get away from the day-to-day management of their companies and concentrate on strategic issues. The final aim, according to analysts, is to strengthen the management committee of the group.

Dabur has divided its business operations into five SBUs--family products, healthcare, ayurvedic specialities, ayurpet and drugs and pharmaceuticals. While the familyproducts SBU already has a professional head, Sethi is being brought in to invest in brand building of the healthcare products and beef up the unit's distribution and supply chain. At Cadbury's, where he was the director marketing and sales, Sethi has gathered first hand experience in setting the chocolate major's supply chain.

The healthcare SBU contributes around 30 per cent to the group's turnover and has shown an encouraging growth of 18 per cent in financial 1997-98. With strong brands like Chywanprash and Hajmola in its portfolio, Sethi's task will comprise of boosting the brand equity and sales of other brands like Shilajit, Janam Ghunti and Restora.

The Burmans have already hived off their foods business as a seperate wholly-owned subsidiary with Amit Burman, son of Dabur India vice-chairman and managing director GC Burman heading it.