- Dabur India has said that is stepping up the product launches to sell only on e-commerce platforms, as it plans to increase the sales from the e-commerce platform.
- The makers of Vatika Shampoo and Real Juices are entering the kids’ hair care space with the products under its new Amla Kids range, which will be only available on the e-commerce platforms.
One of the oldest and leaders packaged consumer goods maker Dabur India has said that is stepping up the product launches to sell only on e-commerce platforms, as it plans to increase the sales from the e-commerce platform.
The makers of Vatika Shampoo and Real Juices are entering the kids’ hair care space with the products under its new Amla Kids range, which will be only available on the e-commerce platforms.
“The need for a specialized haircare range for kids was an unmet one in the industry,” said Dabur marketing head – hair care Rajat Nanda. “Digital and e-commerce help create initial visibility, buzz, and consumer response,” he added
He also said that both the oil and shampoo under the range are free of paraben, paraffin, and sulfate-free which are considered harmful for the kids. Amla Kids is a natural extension of the Dabur Amla Brand.
Recently, Market Research firm Nielsen said that e-commerce contributes about 2 percent to the country’s Rs. 3 lakh crore FMCG business, up from 0.4 percent in 2016 and its share is expected to rise by 11 percent in 2030.
“Over the next 12 years, we expect e-commerce itself to be 11 percent of FMCG sales, an 8X growth from its current size, said Sameer Shukla, executive director, retail measurement services, South Asia, Nielsen (India). E-Commerce constitutes 10 percent of modern trade while modern trade is at present is 10 percent of FMCG sales.
He also said that”E-commerce channel contribution to India FMCG sales now stands at over 1 percent and has grown at over 101 percent since last year. In specific product categories and markets, the contribution is already touching double digits of total category value sales,”.
Categories such as diaper have seen an upsurge in the e-commerce from 4 percent to 9 percent from July 2016 to September 2018 and modern trade has grown over last few years from growing at one-third of the traditional trade in 2015 to 2 time at present. From the third quarter in 2016 to the third quarter of 2018, traditional trade grew at 2 percent while modern trade at 23 percent.
About Dabur India
Dabur ( Dabur India Ltd.) is one of India’s largest Ayurvedic medicine & natural consumer products manufacturer. Founded in 1884 by Dr. S.K. Burman, an Ayurvedic practitioner in Kolkata, Dabur is one of the oldest companies existing in India. It had reported revenue of ₹76.80 billion (US$1.1 billion) in 2016-2017.