Dabur’s Ayurvedic Youthful Triumph 2023
In the ever-evolving landscape of consumer products, few companies have showcased the ability to reinvent themselves for new generations as effectively as Dabur.
A heritage brand with roots in Ayurveda, Dabur has taken up the challenge to appeal to the younger demographic while maintaining its authenticity. Let’s dive deep into how Dabur has leveraged its Ayurvedic legacy to capture the hearts of today’s youth.
Dabur Chawanprash is an Ayurvedic immune booster that many Indians take first thing in the morning. The company has launched Chawanprash capsules in order to appease those who find the product’s gummy consistency offensive. Still, it’s not all.
For diabetics, there is a sugar-free version of Dabur Chawanprash; for those who like the benefits of palm sugar, there is a jaggery alternative. For consumers who prefer convenience and simplicity of use, the business has now introduced a powdered version of Chawanprash.
One of the oldest Ayurvedic enterprises in the nation, Dabur India, with a consolidated sales of Rs 11,530 crore, is implementing a campaign to attract younger customers. To remain relevant to younger consumers, the 138-year-old brand is giving priority to e-commerce, direct-to-consumer channels, novel product forms, and contemporary packaging.
Dabur Chawanprash and Dabur Honey are between Rs 500 crore and Rs 1,000 crore in terms of size, whereas Dabur Red Paste, Dabur Amla, and Vatika have between Rs 1,000 and Rs 1,500 crore in sales. Additionally, Dabur Real wants to increase its revenue from Rs 1,600 crore to Rs 2,000 crore over the next five years.
In addition, the business is collaborating with its current, contemporary trade partners—like Reliance Retail—to better analyse consumer behaviour, promote pertinent items, and assist with real-time inventory management. Additionally, this tactic is applied to general trading.
The 21st century has seen a worldwide surge in the popularity of wellness, natural remedies, and organic products. Amid this shift, Ayurveda, an ancient Indian holistic healing system, has gained significant traction. As one of the primary ambassadors of Ayurveda, Dabur was poised to tap into this trend.
One of Dabur’s strategic moves was a complete revamp of its product designs and packaging. The company transitioned from traditional designs to more contemporary ones, while still retaining elements that hinted at its Ayurvedic origins. This gave the products a fresh look, making them visually appealing to the younger generation, without alienating their existing customer base.
Dabur identified the digital landscape as a potent tool to connect with the youth. By launching engaging campaigns on social media platforms and collaborating with influencers, Dabur made its products resonate with the experiences and aspirations of young consumers. Through influencers who championed natural living and wellness, Dabur products were presented as both trendy and beneficial.
Understanding the fast-paced lives of today’s youth, Dabur introduced products that catered to modern needs while staying true to Ayurvedic principles. This includes ready-to-drink Ayurvedic beverages, on-the-go health supplements, and natural skincare solutions that seamlessly fit into the daily routines of young consumers.
Awareness is a powerful tool in influencing consumer behavior. Dabur initiated campaigns that educated the masses about the benefits of Ayurveda. Through seminars, workshops, and digital content, they demystified Ayurveda for the youth, making it more approachable and relatable.
Dabur expanded its product range to cater to the diverse needs of the youth. From Ayurvedic hair oils addressing issues like premature greying to natural skincare products for acne-prone skin, Dabur ensured that its offerings catered to the specific needs and concerns of younger consumers.
With the youth becoming increasingly conscious of sustainability and corporate responsibility, Dabur amplified its efforts in these domains. By promoting eco-friendly packaging, sustainable sourcing, and emphasizing corporate social responsibility initiatives, they positioned themselves as a brand aligned with the values of the modern consumer.
Dabur’s journey to win over the youth is a masterclass in brand rejuvenation. By blending its rich Ayurvedic legacy with modern trends, Dabur has successfully carved a niche for itself among younger consumers.
It’s a testament to the brand’s adaptability and understanding of changing consumer dynamics. In an era where brand loyalty is hard to come by, Dabur’s strategic moves offer invaluable lessons for businesses looking to resonate with the ever-evolving tastes and preferences of consumers.
