Despite launching trend setting products like Hommade and Lemoneez, Dabur seems to be stuck with the image of being a very inward looking, traditional, family-run business house. Why so?
It is because of our 100-year baggage. We started with Ayurvedic products and today Ayurveda and herbal are fancy products. However, when we launched Ayurvedic products in India it was for the rural consumer. So those products were never looked upon as trendy or happening. However, there are some good things that we have done in the past. When we launched Vatika, it brought Dabur into the up-market consumer’s mindset. With the launch of foods, Dabur has come into the mainstream urban market. I think what we need to do is market and sell our products in a more unconventional manner.
