Wednesday, June 18, 2008


With brands like Dabur Vatika, Hajmola & Real under its belt, this one has a lot to live up to...

RememberDABUR that non-glamorous face in the ‘Ghane mulayam kale baal... Dabur Amla Kesh Teil’ advertisement? Then how gradually, the ads gained greater charisma by roping in celebrities like Juhi Chawla and Karishma Kapoor, followed more recently with the likes of Rani Mukherjee. Similar is the story of Brand Dabur and its gradual revamp from a staid brand to a vibrant one today. The catalyst: Careful restructuring of the whole operational structure of the company and doing away with its umbrella brand strategy. During the second half of 2006, the brand judiciously turned its focus to individual product branding. Sunil Duggal, CEO, Dabur India explains: “We had realised that consumers found it difficult to distinguish Dabur as a corporate brand and as a master brand. So we decided to embark on a brand recast to identify brands based on their product properties.” The new Dabur identity retains the old Banyan tree logo, but through its form and colours, provides freshness and stability and portrays a brand that is positive, proactive & progressive. Dabur also roped in stars like Big B & Vivek Oberoi, who have increased the brand’s recall making it the 4th largest FMCG company of India with a turnover exceeding Rs.22 billion. The brand has also emerged as the world’s largest Ayurvedic and Natural Healthcare company, boasting huge bases in Europe, America and the Middle East. To keep the brand’s flag flying high, Dabur now has plans to foray into the retail space with a chain of Health & Beauty concept stores.

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Source :
IIPM Editorial, 2008

IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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