Dabur Amla to conduct rural beauty pageants in UP

To increase the rural consumer base of Dabur Amla Hair Oil, Dabur India Ltd is planning to launch a rural beauty pageant, to be held as a pilot project, in Uttar Pradesh and Punjab.

Dabur India is one of the leading fast-moving consumer goods companies in the country with a consolidated turnover of Rs 1, 899 crore and Dabur Amla Hair Oil is the largest brand in its portfolio.

Addressing a press conference at Lucknow Minoo Phakey, senior marketing manager, Dabur India, said: "Uttar Pradesh is an important market for us and contributes over 24 per cent to the sales of Dabur Amla Hair Oil. With the latest marketing strategy, we are hoping to touch 35 per cent."

The contest will be held in April-May in 20-30 villages of Uttar Pradesh, having a population of about 5,000.

"The penetration for mustard hair oil users is about 70 per cent in Uttar Pradesh, concentrated more in the rural areas. These are our target consumers," added Phakey.

The Rs 250-crore Dabur Amla Hair Oil enjoys 70 per cent market share of the heavy amla-based hair oil segment, with over 35 million consumers across the country.