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Dabur steps up e-commerce-only brands

The maker of Vatika shampoo and Real juices has entered the kids’ hair care space with a range of products under its new Amla Kids franchise, which will be sold only through e-commerce platforms.

ET Bureau|
Sep 05, 2019, 11.54 AM IST
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“The need for a specialised hair care range for kids was an unmet one in the industry,” said Dabur marketing head - hair care Rajat Nanda.
NEW DELHI: Packaged consumer goods maker Dabur said it is stepping up product launches to sell only on e-commerce platforms, as it looks the leverage increasing sales from the channel.

The maker of Vatika shampoo and Real juices has entered the kids’ hair care space with a range of products under its new Amla Kids franchise, which will be sold only through e-commerce platforms. “The need for a specialised hair care range for kids was an unmet one in the industry,” said Dabur marketing head - hair care Rajat Nanda. “Digital and e-commerce help create initial visibility, buzz and consumer response,” he added. He said both the oil and shampoo under the range are paraben, paraffin and sulfate free. Amla Kids is a natural extension of the Dabur Amla brand.

According to market research firm Nielsen, e-commerce contributes about 2% to the country’s Rs 3 lakh crore FMCG business, up from 0.4% in 2016, and its share is expected to increase to 11% by 2030.

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