People prefer Dabur products because of product superiority and fear of people for COVID – 19 leading
to use of quality sanitizer.
“In today’s world where consumers are facing increasing health hazards due to the emergence of new viruses and pandemics, there is a growing need for getting instant and on-the-go protection. Dabur hand sanitizes offer consumers anytime, anywhere protection against life threatening bacteria and viruses”, – Dabur India Ltd. Marketing Head-Home and personal care Mr. Rajeev John said on 19th March, 2020 while launching “Dabour sanitize”, a herbal based sanitizer.
The intensity of COVID – 19 pandemic accelerated the entry of new hot category-sanitizer without wasting the opportunity and launched the product in Indian Market.
Dabur India Ltd. is India’s largest Ayurvedic ‘Medicine’ and related products manufacturer which was founded in 1884 by S.K. Burman. It’s product categories include health supplements, digestives, shampoos, hair oil, skin care, foods, oral care, home care etc.
The corporate brand Dabur is associated with herbal/ayurvedic products and true to its heritage. The new product launch also has herbal ingredients like Turmeric and Aloe Vera inside. What is interesting about the new product launch is the brand name. Dabour has decided to use the generic name Sanitize for the product range endorsed by Dabour brand. Under the brand name Dabur Sanitize, the company has launched a range of products like hand sanitizers, antiseptic liquid an
d soap. Another interesting thing is that it has another variant Dabur Sanitizer Plus which is an antiseptic liquid promoted in South India.
The unique selling proposition of Dabur Sanitize is the properties such as antibacterial, antiseptic and no burning like Dettol along with natural ingredients like Turmeric and Aloe Vera.
The challenge initially was how to supply these products to large extent as the low cost local products flooded the market. But people will prefer Dabur product because of product superiority and fear of people for COVID – 19 leading to use of quality sanitizer. The challenge was to make the product available at point of purchase. Initially it was available online as most of the targeted customers will prefer to procure online during lockdown period.
The Indian hand sanitizer market grew at a CAGR of around 14% during 2014-19. The demand for hand sanitizers have surged since 2020 as a result of the COVID – 19 pandemic outbreak. This has resulted in several players – small and large entering this market.
While COVID – 19 continues to impact people around the world, Dabur India’s strategic business transformation helped it for challenging the slowdown situation and the company emerged as a successful marketer with good quarterly achievements. The supply chain and labour issues were resolved successfully and restarted most activities to boost the sentiment and growth. Dabur’s e-commerce business grew more than threefold during 2nd quarter of 2020 (year-on-year) and revenue rose 14% over last year. Similarly, Dabur’s over-the Counter business was up 56.1% led by the growth of it’s few core products.
As Dabur continued to move forward on it’s expansion strategy, it was observed that it’s rural demand grew ahead of urban favourable monsoon and enhanced stimulus announced by the Central Government on boosting rural economy. This drove the rural demand in 3rd quarter also. With a continuing slowdown of the effect of COVID – 19 pandemic, the recovery is also at a pace.
The strategy of Dabur to enter into sanitizer business early in March, 2019 was a visionary attempt to have a successful entry into a market with overfull demand.