The partnership
The FMCG firm, which made the announcement on 26th September 2017, has entered into an alliance with e-commerce giant, Amazon, in a move that will see Dabur expand its footprint from India to across the globe.
Dabur is recognised as an established company renowned in the ayurvedic and natural health care spaces in over 120 countries. Its collaboration with Amazon is geared towards boosting its presence in the US market.
Through Amazon’s global selling programme, the duo plan to introduce and build communication stories about 30 of Dabur’s collection. These items, which include Vatika hair oil, Meswak toothpaste and Red toothpaste, will be launched to US consumers, who seek products that answer health and wellness concerns.
Making Ayurveda global
As natural and organic products that contain chemical-free labels resonate with consumers looking to achieve optimum health and wellness, ayurvedic beauty has struck a chord with Indian and wider APAC audiences.
Many companies are now incorporating this cultural heritage into their brand’s marketing messages, with India being at the helm of the ayurvedic story. As culture takes shape in campaigns, new product launches teamed with wide distribution capabilities are set to build the concept of ayurvedic beauty around the world.
Operating within key consumer product categories including hair care, oral care, health care, skin care and home care, to date, Dabur India has a portfolio of over 250 products.
In light of this strategic move and in a push to make the Ayurvedic concept global, Dabur will also add a line of exclusive products. These will be specially created for Amazon’s customers that are located throughout the world.
The demand is there
“Products like herbal hair oil, masks, shampoos, toothpaste, soaps etc. see a huge demand on Amazon.com from customers across ethnicities,” Dabur India stated in a recent press release.
Through this established need, in addition to making its ayurvedic and natural products available to Amazon.com’s US and global customers, Dabur also has its sights set on the longer-term opportunity to reach other Amazon marketplaces.
Commenting on the exciting opportunities to arise globally from Ayurveda, Krishan Kumar Chutani, Executive Director-Consumer Care Business, Dabur India, said, “As India’s largest ayurvedic health care and natural personal care company, Dabur has been working towards making Ayurveda contemporary for the modern-day consumer.”
“Consumers, particularly the millennials, are increasingly embracing natural products to meet their daily health and personal care needs,” Chutani went on to share.
The Global Selling Programme
Sharing its thoughts on how its selling programme will assist Dabur with its aspirations for a global footprint, Gopal Pillai, Director & GM, Seller Services, Amazon India, added: “Under the Global Selling Programme, Amazon will help provide Dabur a marketplace to showcase their vast range that will satiate the growing appetite for quality Indian products amongst global consumers.”
The Global Selling Programme was first launched in India in May 2015 with the aim of helping startups, manufacturers, SMEs and large multinationals kickstart their product offerings to consumers throughout the world utilising Amazon’s name, brand and platform.
In 2017, the selling programme has seen a 70% rise in seller base compared with last year, having showcased their products on the global platform and reached over 26,000 Indian sellers across Amazon’s 10 global marketplaces.
As Amazon states that it is guided by the four principles of “customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking”, Dabur India will be hoping to leverage these to build connections, engagement and loyalty between its ayurvedic beauty brand and US customers.