Dabur to target rural UP for more sales

Fast-moving consumer goods company Dabur India Ltd is looking to enter the rural areas of Uttar Pradesh by introducing innovative marketing strategies.

"We are undertaking a marketing initiative in the rural areas of the state under the name 'Dabur apnao lakshmi lao', which involves about 800 indirect stockists of the state to carry forward our sales in the rural areas," said Byas Anand, manager, corporate communications.

The campaign is a distribution-related promotion, where the sales of the company's stock keeping units (SKUs), comprising smaller versions of the company's products like shampoo sachet, 25 ml hair oil and tooth powder, are to be enhanced in villages. The dealers will be rewarded through incentives, depending upon the sales.

"The company has a wide distribution network, covering 1.5 million retail outlets, with a high penetration in rural areas as well. Uttar Pradesh is a promising market for us, involving about 350 direct and 1, 500 indirect distributors. With this initiative, we want to add more people with the brand," added Anand. Dabur has a consolidated turnover exceeding Rs 2, 000 crore.

Anand along with Praveen Jaipuriar, category head-digestives, Dabur India, were in Lucknow to announce the winner of "Hajmola Bahana Championship", where the first prize was worth Rs 1 lakh.

The contest had more than 11, 000 entries.