New Delhi: Dabur India CEO Mohit Malhotra says as the world prepares for life after COVID-19, economies across the globe are more likely to look inwards. The same will be true for India with ‘Made in India’ being a key factor that is likely to influence purchase decision of consumers.
Malhotra said that Dabur, as the world’s leading Ayurvedic and Natural healthcare company, is well placed to successfully tap the emerging growth opportunities in Health Care and deliver profitable volume-led growth in the coming quarters.
“Our brand communications around #Vocal4Local reflect our Ayurvedic and Indian heritage, and our strong sense of pride about ‘Made in India, by Indians, for Indians. We are highlighting the Indian roots of Dabur and our 135-year-old heritage of caring for every Indian household’s health and well-being” Malhotra added.
Dabur is today operating at two-thirds of its operating capacity. Malhotra said that availability of manpower continues to be a challenge due to the exodus of migrant workers.
“We are currently trying to rope in local workmen from nearby areas around our manufacturing units, and even seeking permissions for inter-state transportation of workers,” he added.
On the e-commerce strategy, he said that e-commerce sales almost doubled in Q4 of 2019-20 fiscal. E-commerce was the fastest mode to reach out to consumers, particularly when the lockdown is in place.
“This is the reason we chose to launch Dabur Sanitize hand sanitisers and a host of other new Preventive Health Care products through the e-commerce route and supported them with special campaigns on Digital media. The neighbourhood Kirana stores have also gained relevance in the minds of consumers during this period”, he added.
On the rural footprint, Malhotra said Dabur has invested ahead of the curve in building a strong rural footprint, which today covers over 52,000 villages. “We are investing in enhancing this coverage to around 60,000 villages by the end of this year, which would further strengthen our foundation and help us deliver sustainable profitable growth in the coming quarters”, he added.
Dabur is progressing on its new strategy to navigate the new normal and turn the challenges into opportunities, he added. “We are already witnessing a strong surge in demand for our Health Care products. We are currently seeing a 400 per cent surge in demand for our flagship immunity booster Dabur Chyawanprash and an 80 per cent growth in Dabur Honey,” he added.
“In the post-COVID-19 world, I feel the importance of preventive healthcare, particularly with Ayurveda, and of personal hygiene will grow in the consumer mindspace,” he said. In line with this changing demand pattern, Dabur has developed a strong pipeline of innovations to address the growing consumer need for preventive healthcare and personal hygiene.
Dabur is an Indian company with an over 135-year-old heritage. We are a true Indian transnational with manufacturing bases spread across 12 locations in India, besides 8 locations abroad. We have launched a series of campaigns on ‘Vocal for Local’ that highlight our Indian roots, which includes two films that have been specially created to showcase our heritage and our Indian roots, said Malhotra.
As a brand, Dabur evokes feelings of Trust, Health and Well-Being in the minds of our consumers. With our ‘Vocal for Local’ campaign, we are highlighting the Indian roots of Dabur and our 135-year-old heritage of caring for every Indian household’s health and well-being.
Our brand communications around #Vocal4Local reflect our Ayurvedic and Indian heritage, and our strong sense of pride about ‘Made in India, by Indians, for Indians’. We have started promoting these ads on digital media and also on television, particularly News channels.
As the world prepares for life after COVID-19, economies across the globe are more likely to look inwards. The same will be true for India with ‘Made in India’ being a key factor that is likely to influence purchase decision of consumers. The ‘Vocal for Local’ campaign has the potential of harnessing India’s traditional knowledge like Ayurveda, our diversity and even our indigenous products that are an integral part of our identity.