Dabur India Charts New Territory In Post-Pandemic Healthcare Marketing

Tarannum Manjul Dec 16, 2023

The landscape of the Indian healthcare market has undergone significant transformations post-pandemic, prompting even established brands like Dabur India to recalibrate their strategies. In a bid to not only engage their traditional customer base but also appeal to a more discerning and health-conscious young audience, Dabur India is adopting a holistic approach. In an exclusive conversation with BW Marketing World, Rakesh Tahiliani, AGM Marketing at Dabur India, sheds light on the company's evolving marketing campaigns and innovative product launches, positioning itself as a frontrunner in the dynamic healthcare sector.

According to Tahiliani, Dabur India recognises the shifting dynamics in the healthcare market and is leveraging 360-degree marketing campaigns to align with consumer insights, scientific data, and strategic planning. The company's latest digital campaign, 'Science in Action,' focuses on promoting Chawanprash not only as an immunity booster but as protection against more than 100 diseases. Tahiliani underscores the campaign's foundation in research, consumer insights, and the brand's commitment to providing comprehensive healthcare solutions.

Dabur India boasts a commanding market share, with a 63 per cent share in the Chawanprash segment and a 62% share in the honey segment within the FMCG market. Tahiliani attributes this success to the consumer's trust in the brand, emphasising the company's post-COVID marketing strategies rooted in consumer insights and extensive research.

"Our marketing strategies focus extensively on the insights and years of research," states Tahiliani, highlighting the importance of adapting to the evolving needs of consumers, especially the new-age, well-informed audience.

To connect with the modern consumer who seeks transparency and scientific backing, Dabur India has launched a new digital campaign on YouTube. Tahiliani explains that the campaign aims to provide answers to common questions with data supported by scientific and Ayurvedic principles, involving insights from senior practitioners.

"The new-age consumer is well-read and well-aware of what it needs. While Dabur has established itself in the wellness market, we still need to make the whole funnel ready to reach this new audience," affirms Tahiliani.

Acknowledging competition in the market, Tahiliani sees it as a driving force for Dabur India's continuous improvement. Despite momentary setbacks from negative marketing by competitors, Dabur India emerged as a leader in the honey segment. Tahiliani emphasises the brand's ability to incorporate more claims and insights into marketing campaigns, resulting in 8 out of 10 households being Dabur consumers.

Discussing expansion plans, Tahiliani reveals the brand's commitment to constant innovation. Dabur has introduced diverse products such as Gulabari with aloe vera, Gulabari bath gels, and Odonil Room Sprays, expanding their segments. In the Chawanprash category, Dabur now offers a sugar-free variant, a jaggery-infused variant, Chawanprash capsules for those preferring an alternative to the traditional form, and a special variant tailored for women.

Talking about the role of e-commerce in the brand’s expansion, he said that the brand understands that e-commerce has been a big boon in reaching out to a wider audience. “Ecommerce is the cradle of innovation. We have special e-commerce launches as we understand that this market has a different penetration,” he said.

As Dabur India adapts to the evolving healthcare market, it continues to demonstrate resilience, innovation, and a commitment to meeting the diverse health and wellness needs of consumers. Tahiliani launched the new digital campaign in Lucknow along with Byas Anand, Head CSR and Corporate Communications, and Dr. Baidyanath Mishra, Head of Healthcare Research, Dabur Research & Development Centre.