In-Depth Case Study on Marketing Strategy of Dabur

For over 139 years, Dabur India has been a cornerstone in natural foods and ayurvedic remedies, captivating households with its heritage and innovation. Renowned for its pioneering Dabur marketing strategies and deep-rooted commitment to quality, this company is the world’s largest Ayurvedic and natural healthcare powerhouse.

With an impressive portfolio of over 250 herbal and Ayurvedic products, Dabur doesn’t just lead the market—it defines it. As India’s 4th largest FMCG company, this industry giant operates from its headquarters in Ghaziabad under the visionary leadership of CEO Mohit Malhotra.

Source: Google

In this case study, we will dive into the Dabur case study and explore how this iconic brand continues to blend tradition with modernity, shaping the future of natural wellness.

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About Dabur

Dabur India Ltd stands as a titan in the Indian FMCG landscape, with a legacy that spans over a century. Founded by the visionary Dr. S.K. Burman in 1884, this company started from humble beginnings and has grown into a colossal enterprise. Today, Dabur boasts an impressive market capitalisation of over ₹89,293 crore and annual revenues of ₹11,975 crore.

Dabur’s diverse product portfolio includes everything from hair and oral care to health care, skin care, home care, and packaged food. This wide range of offerings reflects the company’s commitment to improving everyday lives through trusted, high-quality products.

1996 Dabur took a significant step by becoming a public limited company. Four years later, it achieved a remarkable milestone, surpassing a turnover of ₹1,000 crore. Dabur established three specialised divisions to streamline its operations and management: Goods for Health Care, Family Products, and Dabur Ayurvedic Specialties.

Dabur’s influence stretches far beyond India’s borders. The company enjoys a substantial international presence with its products reaching over 100 countries. Remarkably, its overseas revenue now represents more than 27% of its total turnover, underscoring its global appeal and success.

Dabur’s journey from a small enterprise to a global FMCG leader is a testament to its innovation, resilience, and commitment to quality.

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Dabur Case Study – What’s New With the Company?

• Revenue (2023): The marketing strategy of Dabur has contributed significantly to the company’s revenue, which stood at ₹11,530 crore (Source: Dabur Annual Report 2023).
• Market Share: Dabur holds 5.3% of the Indian FMCG market (Source: Statista).
• Product Range: The company offers over 500 products across various categories, including health, personal care, and food (Source: Dabur Corporate).
• Employee Strength: Dabur employs approximately 7,500 people globally (Source: Dabur Corporate).

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1. Business News

All thanks to Dabur’s marketing strategy, In 2023, the company reported a revenue increase of 11%, reaching INR 10,800 crores, driven by strong demand in both the domestic and international markets.

2. Product Launch

Dabur recently expanded its wellness segment by launching an immunity-boosting product line under the Chyawanprash brand, catering to growing health concerns post-pandemic.

3. Marketing News

Dabur introduced a new digital campaign, ‘Ayurveda for All,’ emphasising the accessibility and benefits of Ayurveda, a key component of Dabur’s marketing strategy.

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4. Celebrity News

Keeping in line with the Dabur advertising strategy, the company partnered with actor Akshay Kumar for a campaign to promote Dabur Honey, reinforcing their commitment to healthy living and wellness awareness.

Buyer Persona

A buyer persona gives a detailed description of Dabur’s ideal customer. Dabur’s marketing strategy is based on its audience’s motivations, preferences, challenges, and online activities.

Buyer’s Persona

Name:

Sabana Yashmin

Place:

Tamilnadu

Age:

22 years

Profession:

Graduate

Motivation

• Ayurvedic tradition
• Natural and Quality Products
• Health and wellness

Interest & Hobbies

• Cycling
• Shopping
• Reading blogs
• Listening to music/podcast
• Learning new skills

Pain Points

• Changing consumer preferences
• Digital transformation
• Consumer awareness
• Product imitation
• Competition in the market

Social Media Presence

• Instagram
• Facebook
• Pinterest
• Youtube
• LinkedIn
• Whatsapp

Based on the detailed breakdown, it’s no surprise that Dabur’s marketing strategy leverages social media platforms like Facebook (now Meta) and Instagram to execute its marketing campaign. Here, the company can feature health and wellness that meet the requirements of Dabur’s target audience.

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Power Product Mix of Dabur

Source: Google

• Dabur Chyawanprash: Dabur Chyawanprash, renowned as the elixir of life, is a time-honoured Ayurvedic blend comprising over 41 potent herbs, crafted to bolster the immune system and safeguard the body against daily infections. With 26 million units sold annually, it’s a key component in Dabur’s marketing strategy and a testament to its successful Dabur case study.
• Dabur Honey: Dabur Honey stands out as the largest branded honey in the nation, promoting fitness and a wholesome lifestyle while enhancing the immune system. This product reflects Dabur’s brand strategy and is vital to its digital marketing strategy.
• Dabur Honitus: This Ayurvedic remedy for cough, which does not induce drowsiness, is clinically validated to alleviate acute cough and throat irritation swiftly. Gross sales amounting to Rs 100 demonstrate the effectiveness of Dabur’s marketing strategy and align it with its advertising strategy.
• Dabur Lal Tail: Clinically tested for safety, Dabur Lal Tail strengthens babies’ bones and muscles, offering skin protection and a natural glow. Proven to accelerate physical growth by twice the normal rate, this product’s success is a key example of Dabur’s promotional strategies. In 2022-23, 17.1 lakh litres were sold, highlighting its strong market positioning in the dabur product mix.
• Dabur Pudin Hara: As an Ayurvedic remedy for indigestion, gas, and acidity, Dabur Pudin Hara is renowned for its rapid relief from stomach discomfort. It is an integral part of the dabur marketing strategy and contributes to the overall dabur marketing campaign.
• Dabur Amla Hair Oil: India’s top-selling hair oil brand, Dabur Amla Hair Oil, has been the preferred choice for generations. It is enriched with amla extracts to reduce dandruff and maintain natural hair colour. This product is a significant component of Dabur’s marketing strategy and market positioning.
• Dabur Red Paste: Containing 13 powerful Ayurvedic ingredients, Dabur Red Paste defends against seven dental issues, including cavities and gingivitis. It exemplifies the successful dabur marketing strategy and dabur promotional strategies.
• Real: As the newest addition to the Dabur portfolio, Real is packed with authentic fruits and is free from added colours or preservatives. This new product showcases Dabur’s innovative approach and is a key element in their ongoing Dabur brand strategy.

Marketing Strategy of Dabur

A marketing strategy is a long-term plan devised to promote a company’s goods and services. Strategies are comprehensive plans aimed at achieving organisational goals, with marketing specifically focusing on the sale or promotion of products and services, prioritising customer satisfaction.

Dabur launched its community-based initiative, ‘My 10 Kg Plastic’, in Jammu city on 6th September 2023. This promotion fosters consumer engagement and builds stronger emotional connections, aligning with Dabur’s CSR efforts and positioning the brand as socially conscious in the market. This initiative is a significant element of the Dabur case study and showcases part of the company’s marketing strategy.

In August 2023, Dabur Lal Tail released a new advertisement for Independence Day, highlighting the theme of building a stronger India and celebrating a mother’s love through generations. The ad revolves around a heartwarming story of a young mother using Dabur Lal Tail for her child’s well-being, echoing the traditions of her own childhood. This reflects the Dabur marketing strategy that emphasises emotional storytelling and tradition, enhancing the Dabur brand strategy.

In October 2023, Dabur Fem launched its latest campaign, #GlowOfLove. The campaign features a contemporary live-in couple observing Karwa Chauth without informing each other, exploring the fusion of tradition with modern relationships. This narrative highlights the resilience of age-old traditions in adapting to modern life. It is a prime example of Dabur’s marketing campaign that integrates traditional values with modern-day relevance. The campaign underscores Dabur’s promotional strategies and illustrates the company’s ability to resonate with contemporary audiences while maintaining Dabur’s market positioning.

Dabur’s marketing strategy aims to continue its brand image by providing various products and using print media and sales promotion to reach out to its customers.

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Digital Marketing Strategy of Dabur

Dabur, traditionally known for its use of conventional promotional mediums, is now shifting its focus to a digital-first approach. In a revealing interview with BrandEquity, A.C. Burman, the Chairman of Dabur, elaborated on the company’s strategic pivot towards digital marketing and how they plan to redirect their marketing efforts to newer, more contemporary platforms.

Dabur is embracing the digital revolution by implementing a robust digital marketing strategy to tap into the growing market of millennials and Gen Z. The company runs targeted campaigns across various digital platforms and ensures seamless product availability through enhanced e-commerce and online marketplaces. This transition reflects Dabur’s understanding that social media and digital channels offer greater effectiveness than traditional promotion methods, leading the path to better Darbur promotional strategy formation.

The shift in Dabur’s marketing strategy is driven by the recognition that digital platforms provide a significant advantage in terms of reach and impact. Over recent years, Dabur has significantly increased its digital spending. Since 2017, the company ramped up its investment in digital marketing by 33% in 2018, with a total expenditure of ₹1.99 billion for 2018-19.

Source: Instagram

Another aspect that Dabur wishes to capitalise on is the e-commerce store trend. These e-commerce stores have shown their efficiency and effectiveness in the Indian market. Dabur pushes its products through multiple e-commerce stores and targets fitness-conscious millennials as a part of its digital strategy.

Source: Dabur.com

The brand directly boosts sales through e-commerce platforms like Amazon from its official website.

Source: Dabur.com

They also have a separate e-commerce website, ‘https://www.daburshop.com/’, where they sell their products directly to the consumers.

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Marketing and Advertising Campaigns of Dabur

Dabur already holds on to print and television advertising and recently is planning to take over digital media as a medium for advertising its products.

Dabur Vatika Salutation to Cancer Fighter

Source: Google

In a poignant gesture, Dabur Vatika’s recent advertising campaign pays homage to cancer patients, acknowledging their strength and resilience. This emotionally resonant commercial is designed to touch the hearts of its primary audience—predominantly women who use Dabur Vatika.

By incorporating such a deeply personal element, the Dabur marketing campaign enhances Dabur’s brand strategy and aligns with its broader Dabur advertising strategy. This approach reflects Dabur’s consumer marketing and growth strategy, which aims to foster a deeper connection with its audience while demonstrating its commitment to social causes.

Dabur Amla – The Original Hair Oil

Source: Google

In recent Dabur Amla hair oil ads, Dabur’s marketing strategy featured Deepika Padukone for the product’s promotion, where she shops with a friend, choosing Dabur Amla and saying that as the original. She highlights its benefits, like vitamin C, antioxidants, and omega-3, for stronger, healthier hair.

Bonus Read: Influencer Marketing Strategies

Dabur Vatika Ayurvedic Shampoo

Celebrity endorsements have helped Vatika reach a wider audience and attract new customers. Many of their television advertisements feature Kareena Kapoor Khan and Samantha Ruth Prabhu, which is likely to be an advantage for the brand in terms of increasing visibility and credibility in the market.

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The Marketing Strategy of Dabur That Failed

The Fem Creme bleach ad by Dabur showcased two women celebrating their first Karva Chauth together, which was intended to highlight inclusivity and progressive values. The ad featured the women performing traditional rituals of the Hindu festival while promoting Dabur’s product.

Issue: The advertisement for Dabur’s Fem Creme bleach shows two ladies celebrating their first Karva Chauth. The commercial drew mixed reactions: whilst many people praised it for its inclusivity, a few objected to Hindu festivals being misused.

Backlash: Madhya Pradesh Home Minister Narottam Mishra said he had directed the Director General of Police (DGP) to ask the company to withdraw the advertisement. He also told reporters that he considered this a serious matter because the ad portrayed Hindu festivals in a way that hurt religious sentiments, particularly showing lesbians performing the Karva Chauth ritual.

Brand Response: Dabur responded by pulling down the Fem Creme Bleach ad after facing backlash, acknowledging the sensitivity around religious festivals and the need for more thoughtful and responsible advertising.

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Top 5 Competitors of Dabur

• Hindustan Unilever Limited (HUL) was established in 1933 and has been a part of India’s consumer goods market for over 90 years. They offer products in domestic care, personal care, meals, and liquid. Brands like Surf Excel, Vaseline, Dove, Lipton, and many others come under HUL, which Indian families rely on for its quality and convenience.
• Emami was founded in 1974. It is a well-established company celebrated for its various personal care and healthcare products. Their portfolio includes popular brands like Navratna, Boroplus, Fair and Handsome, and Zandu, offering a variety of skincare, wellness, and grooming solutions.
• Patanjali Ayurved Limite­d was established in 2006 by Ramdev and Balkrishna. Their core focus revolves around traditional Indian Ayurve­dic principles, strongly emphasising incorporating natural ingredie­nts such as herbs and spices into their products. They utilise natural re­medies for personal care and overall health enhance­ment.
• Himalaya Herbals is a famous brand established in 1930. It is renowned for its commitme­nt to Ayurveda and offers a range of natural and herbal products, including skincare, haircare­, and wellness. Their face wash and soap are more popular than others.
• Marico is a le­ading company in health, beauty, and wellne­ss products and has a presence in over 25 countries in Asia and Africa. It was established by Harsh Mariwala in 1990 and has gained recognition for nurturing top brands across hair and skin care, cooking oils, immunity-boosting foods, male grooming, and fabric care.

Conclusion

Dabur India’s brand portfolio now has 23 brands, each with sales higher than Rs 100 crore. In the last year, they added five new brands. Their juice brand, Real, achieved remarkable growth, with revenues surpassing Rs 1,600 crore and a target to reach Rs 2,000 crore soon. Dabur plans to spend more money on ads and promotions amid softening commodity prices, which would help them make more profit in the fiscal year 2024.

Dabur has primarily faced the challenge of rigid competition, and because of its brand name and high-quality products, customers believe that Dabur provides 100 per cent natural products; it has always overcome the issue. Dabur targeted the social factors that influenced the clients’ emotions. The desire to change ahead of others and to always set new standards in corporate governance and creativity is what separates Dabur from others.

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Learning From Other Brands

In comparison with other brands, the SWOT analysis of Costco highlights its strengths in bulk pricing and a strong member loyalty programme while identifying challenges in global expansion due to varying market dynamics, showing how a focus on membership-driven value can maintain market leadership.

Similarly, the SWOT analysis of Amazon reveals its dominance through technological innovation and logistics capabilities but also notes concerns about regulatory scrutiny and labour practices. Both examples illustrate how practical strategies can help companies excel despite market and operational challenges.