Dabur bets big on digital revolution, to target young
Home-grown FMCG major Dabur is looking to ride on 'digital revolution' pursuing an aggressive e-commerce and digital marketing strategy to tap millennials, who are expected to be major consumers going forward.
Besides, the Burman family-promoted firm is seeking to tap the young consumers who "are increasingly going back to their roots and taking pride in tradition" for its Ayurveda and ayurvedic products.
"One of the most notable trends that we are witnessing today is the digital revolution. This is going to have a significant impact on consumer behaviour and market structure in future," Dabur Chairman Anand C Burman said in his address to shareholders in the company's Annual Report for 2016-17. He said internet is becoming a key channel for gathering information, arriving at purchase decisions and transacting online with more and more consumers using the medium.
"Recognising this as an opportunity, Dabur is pursuing an aggressive e-commerce and digital marketing strategy to promote, market and sell its products online," Burman said.
Dabur India is strengthening online presence through a partnership with large e-retailers and its own portals.
"Increasing focus on digital marketing, online campaigns and social media will help us access the millennials who are going to drive strong trends of consumption in the coming times," he added. In 2016-17 fiscal, Dabur had spent Rs 646 crore on advertisement and publicity of its brands across various media formats.