FMCG major Dabur India Ltd is treading the rural path for growth in the hair oil segment.
The company’s new marketing strategy will include expanding the retail points in the rural hinterland and taking new consumer initiatives, including rural beauty pageant in villages.
The beauty pageant titled ‘Dabur Amla Banke Dikhao Rani’ will judge rural girls for their beauty, poise and talent at panchayat levels.
“These events would be organised in the countryside of Uttar Pradesh, Madhya Pradesh and Bihar,” Dabur India Brand head Arvind Shukla said at a conference call.
The contest will cover about 2,000 villages spanning 52 districts in the three states.
Later, the pageant winners would also be offered the role of officiating as Dabur Amla Hair Oil brand ambassadors in their respective areas and market the product for remuneration.
“This will not only enhance our presence in the rural market, but also provide employment to women,” he added.
With 23 per cent market share, Dabur Amla Hair Oil is the leading brand in the Uttar Pradesh market clocking sales of almost Rs 130 crore annually.
He informed that majority of the rural folks still used mustard oil as hair oil, which offered a huge growth potential to the company.
“With our new initiatives, we are targeting to increase our market share to 40 per cent by the end of fiscal,” Shukla added.
The rural market accounts for 55 per cent of Dabur’s hair oil portfolio in the state and is growing at higher rate vis-à-vis urban market.
Dabur Amla Hair Oil is flagship brand in Dabur’s portfolio and is valued at Rs 450 crore.
Dabur has presence in natural healthcare, personal care, digestives and fruit-based beverages segments.
