Health for All: Dr. Reddy's Laboratories and Rural India (A) Net Present Value (NPV) / MBA Resources

Introduction to Net Present Value (NPV) - What is Net Present Value (NPV) ? How it impacts financial decisions regarding project management?

NPV solution for Health for All: Dr. Reddy's Laboratories and Rural India (A) case study

At Oak Spring University, we provide corporate level professional Net Present Value (NPV) case study solution. Health for All: Dr. Reddy's Laboratories and Rural India (A) case study is a Harvard Business School (HBR) case study written by Charles Dhanaraj, Athanasios Kondis, Chandrasekhar Sripada, Padma Rajeswari Tata. The Health for All: Dr. Reddy's Laboratories and Rural India (A) (referred as “Drl Indura” from here on) case study provides evaluation & decision scenario in field of Strategy & Execution. It also touches upon business topics such as - Value proposition, .

The net present value (NPV) of an investment proposal is the present value of the proposal’s net cash flows less the proposal’s initial cash outflow. If a project’s NPV is greater than or equal to zero, the project should be accepted.

NPV = Present Value of Future Cash Flows LESS Project’s Initial Investment

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Case Description of Health for All: Dr. Reddy's Laboratories and Rural India (A) Case Study

This two-part case series is set in India and examines the challenges encountered by a leading Indian pharmaceutical company, Dr. Reddy's Laboratories (DRL), following its strategic decision to create Indura - a business unit dedicated to the rural market. In recent years, the strategic direction set by the new CEO and his "Health for All" vision has shifted the company's attention to its domestic market and the rural areas of the country. The case focuses on the implementation hurdles of such a vision and invites business executives to explore the role of strategy in building ecosystems that are essential for successful strategy implementation. Case A sets the scene by describing the business model of pharmaceutical companies in India and the rationale behind DRL's decision to pursue an alternative growth avenue. It presents the Indura project, which takes the company to rural markets. Given its large size and growth potential, rural India seems to offer a fascinating opportunity to DRL. The case highlights the unique obstacles Indura faced in its effort to access rural customers and concludes by putting the spotlight on the sustainability question: Can DRL translate its "Health for All" vision into a sustainable business model? Case B is a brief follow-on case that presents key actions taken by DRL's management during the period 2013-2015. Alok Sonig, the newly appointed leader of the India business, together with his direct report Rajaram Bagayatkar, changed the name of the unit to Pride and adopted a new plan of action, which focused on motivating the sales force. While this addressed most of the challenges, some issues remained. Case B invites participants to go beyond DRL management's actions and explore possible ways to leverage technology and social media and innovative approaches to address both the access and talent challenges.

Case Authors : Charles Dhanaraj, Athanasios Kondis, Chandrasekhar Sripada, Padma Rajeswari Tata

Topic : Strategy & Execution

Related Areas :

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Calculating Net Present Value (NPV) at 6% for Health for All: Dr. Reddy's Laboratories and Rural India (A) Case Study

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 6 %	Discounted Cash Flows
Year 0	(10026193)	-10026193	-	-
Year 1	3455430	-6570763	3455430	0.9434	3259840
Year 2	3954280	-2616483	7409710	0.89	3519295
Year 3	3943410	1326927	11353120	0.8396	3310963
Year 4	3246134	4573061	14599254	0.7921	2571242
TOTAL			14599254		12661340

The Net Present Value at 6% discount rate is 2635147

In isolation the NPV number doesn't mean much but put in right context then it is one of the best method to evaluate project returns. In this article we will cover -

Different methods of capital budgeting

What is NPV & Formula of NPV,
How it is calculated,
How to use NPV number for project evaluation, and
Scenario Planning given risks and management priorities.

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Capital Budgeting Approaches

Methods of Capital Budgeting

There are four types of capital budgeting techniques that are widely used in the corporate world –

1. Profitability Index
2. Payback Period
3. Internal Rate of Return
4. Net Present Value

Apart from the Payback period method which is an additive method, rest of the methods are based on Discounted Cash Flow technique. Even though cash flow can be calculated based on the nature of the project, for the simplicity of the article we are assuming that all the expected cash flows are realized at the end of the year.

Discounted Cash Flow approaches provide a more objective basis for evaluating and selecting investment projects. They take into consideration both –

1. Magnitude of both incoming and outgoing cash flows – Projects can be capital intensive, time intensive, or both. Drl Indura shareholders have preference for diversified projects investment rather than prospective high income from a single capital intensive project.
2. Timing of the expected cash flows – stockholders of Drl Indura have higher preference for cash returns over 4-5 years rather than 10-15 years given the nature of the volatility in the industry.

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Formula and Steps to Calculate Net Present Value (NPV) of Health for All: Dr. Reddy's Laboratories and Rural India (A)

NPV = Net Cash In Flowt1 / (1+r)t1 + Net Cash In Flowt2 / (1+r)t2 + … Net Cash In Flowtn / (1+r)tn
Less Net Cash Out Flowt0 / (1+r)t0

Where t = time period, in this case year 1, year 2 and so on.
r = discount rate or return that could be earned using other safe proposition such as fixed deposit or treasury bond rate. Net Cash In Flow – What the firm will get each year.
Net Cash Out Flow – What the firm needs to invest initially in the project.

Step 1 – Understand the nature of the project and calculate cash flow for each year.
Step 2 – Discount those cash flow based on the discount rate.
Step 3 – Add all the discounted cash flow.
Step 4 – Selection of the project

Why Strategy & Execution Managers need to know Financial Tools such as Net Present Value (NPV)?

In our daily workplace we often come across people and colleagues who are just focused on their core competency and targets they have to deliver. For example marketing managers at Drl Indura often design programs whose objective is to drive brand awareness and customer reach. But how that 30 point increase in brand awareness or 10 point increase in customer touch points will result into shareholders’ value is not specified.

To overcome such scenarios managers at Drl Indura needs to not only know the financial aspect of project management but also needs to have tools to integrate them into part of the project development and monitoring plan.

Calculating Net Present Value (NPV) at 15%

After working through various assumptions we reached a conclusion that risk is far higher than 6%. In a reasonably stable industry with weak competition - 15% discount rate can be a good benchmark.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 15 %	Discounted Cash Flows
Year 0	(10026193)	-10026193	-	-
Year 1	3455430	-6570763	3455430	0.8696	3004722
Year 2	3954280	-2616483	7409710	0.7561	2990004
Year 3	3943410	1326927	11353120	0.6575	2592856
Year 4	3246134	4573061	14599254	0.5718	1855988
TOTAL					10443569

The Net NPV after 4 years is 417376

(10443569 - 10026193 )

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Calculating Net Present Value (NPV) at 20%

If the risk component is high in the industry then we should go for a higher hurdle rate / discount rate of 20%.

Years	Cash Flow	Net Cash Flow	Cumulative     Cash Flow	Discount Rate @ 20 %	Discounted Cash Flows
Year 0	(10026193)	-10026193	-	-
Year 1	3455430	-6570763	3455430	0.8333	2879525
Year 2	3954280	-2616483	7409710	0.6944	2746028
Year 3	3943410	1326927	11353120	0.5787	2282066
Year 4	3246134	4573061	14599254	0.4823	1565458
TOTAL					9473077

The Net NPV after 4 years is -553116

At 20% discount rate the NPV is negative (9473077 - 10026193 ) so ideally we can't select the project if macro and micro factors don't allow financial managers of Drl Indura to discount cash flow at lower discount rates such as 15%.

Acceptance Criteria of a Project based on NPV

Simplest Approach – If the investment project of Drl Indura has a NPV value higher than Zero then finance managers at Drl Indura can ACCEPT the project, otherwise they can reject the project. This means that project will deliver higher returns over the period of time than any alternate investment strategy.

In theory if the required rate of return or discount rate is chosen correctly by finance managers at Drl Indura, then the stock price of the Drl Indura should change by same amount of the NPV. In real world we know that share price also reflects various other factors that can be related to both macro and micro environment.

In the same vein – accepting the project with zero NPV should result in stagnant share price. Finance managers use discount rates as a measure of risk components in the project execution process.

Sensitivity Analysis

Project selection is often a far more complex decision than just choosing it based on the NPV number. Finance managers at Drl Indura should conduct a sensitivity analysis to better understand not only the inherent risk of the projects but also how those risks can be either factored in or mitigated during the project execution. Sensitivity analysis helps in –

What will be a multi year spillover effect of various taxation regulations.

What can impact the cash flow of the project.

What are the key aspects of the projects that need to be monitored, refined, and retuned for continuous delivery of projected cash flows.

Understanding of risks involved in the project.

What are the uncertainties surrounding the project Initial Cash Outlay (ICO’s). ICO’s often have several different components such as land, machinery, building, and other equipment.

Some of the assumptions while using the Discounted Cash Flow Methods –

Projects are assumed to be Mutually Exclusive – This is seldom the came in modern day giant organizations where projects are often inter-related and rejecting a project solely based on NPV can result in sunk cost from a related project.

Independent projects have independent cash flows – As explained in the marketing project – though the project may look independent but in reality it is not as the brand awareness project can be closely associated with the spending on sales promotions and product specific advertising.

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Negotiation Strategy of Health for All: Dr. Reddy's Laboratories and Rural India (A)

References & Further Readings

Charles Dhanaraj, Athanasios Kondis, Chandrasekhar Sripada, Padma Rajeswari Tata (2018), "Health for All: Dr. Reddy's Laboratories and Rural India (A) Harvard Business Review Case Study. Published by HBR Publications.