The FMCJ major, Dabur has decided to step up in the e-commerce business with the launch of a specialised haircare range for kids under the sub-brand, Dabur Amla Kids. This is the first time that the packaged consumer goods maker will be selling a range of products exclusively online.
Rajat Nanda, the marketing head of Dabur said, “Consumers are looking for products that offer specific solutions to meet specific needs. The need for a specialised haircare range for kids was an unmet one in the industry.” Dabur Amla, the flagship brand of the company clocks a sale of over INR 1,000 cr.
The products manufactured under Dabur Amla Kids are said to be paraben, paraffin and sulphate free which are expected to increasingly woo the urban mother. Dabur Amla Kids range includes hair oil and shampoo starting from INR 120.
Commenting on the distribution strategy of the company, Nanda said, “We have decided to sell the kid's haircare range exclusively through the e-commerce channel with Flipkart. Digital and e-commerce are an important opportunity area as they help create the initial visibility and buzz around the new product and helps in judging the consumer response to the product.”