In February 2011, Dabur launched its first online shopping portal i.e. ‘www.daburuveda.com’for its beauty products range, targeting women of above 25 years of age in urban areas. The website helped consumers to know, understand, buy, and gift the exclusive Dabur Uveda range of skincare products. It enabled consumers to purchase any of the Dabur Uveda range of products online and make payments through debit or credit cards, net banking, or cash on delivery. Customers had the option of gifting the Dabur Uveda range of products through online gift vouchers. Apart from selling products online, the portal also provided extensive information about the brand’s range of skincare products and helped users to locate the exclusive stores where Dabur Uveda products were sold..

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DABUR’S RECENT PERFORMANCE

During FY2017-18, the company reported revenue of Rs 77.48 billion, which was a decrease of approximately 3% as compared to the previous fiscal’s Rs 79.99 billion. Even though the revenue of the company went down in 2017-18, in the quarter ended June 30, 2018, Dabur spent Rs 1.99 billion in promotional ad campaigns through the digital medium – 33% up from the Rs 1.5 billion spent in the corresponding quarter of the previous year.

ROAD AHEAD

According to a report of Boston Consulting Group (BCG) and the Confederation of Indian Industry (CII), India’s robust economic growth and rising household incomes were expected to increase consumer spending to US$3.6 trillion by 2020. And India’s share of global consumption would expand more than twice to 5.8% by 2020. The report also said in 2020, the average age in India was expected to be 29 years, compared to 37 for China and 48 for Japan.

EXHIBITS

Exhibit I: Creative Team of ‘#AmPrettyTough’ Campaign, 2016