For the first time in the Indian market, Dabur is experimenting with its brand name. What was hitherto seen as generic branding, like Dabur Lal Dant Manjan, will now be known as Dabur Sivappu Pal Podi in Tamil.
Also, the hugely popular Dabur Amla may be launched down south as Dabur 'Nellika', the suffix being the common name for Indian gooseberry or amla in the southern markets. The Rs 1,899.57-crore FMCG major, in its quest to drive sales south of Vindhyas, is cashing in on local accent.
From rechristening brand descriptors in local languages, like Tamil, to creating special products with a distinct local flavour and even roping in local celebrities as brand ambassadors, Dabur is adopting every trick in the book to drive deeper into the southern markets.
The key is to get the brands more recognition and acceptability in the southern markets. “We started this initiative with Dabur Lal Dant Manjan in the previous quarter, and we intend to take it forward by rechristening more products in local languages in days to come,” says Dabur India Executive Director VS Sitaram.
Like Dabur 'Sivappu Pal Podi' in Tamil, similar local brands are being planned for a host of other products from the Dabur India portfolio. The idea is to give the brands a local flavour to make them easily understandable to the Tamil-speaking populace.
Products are also being tailored to suit the South Indian audience. In the recent past, recognising the South consumer's belief in natural products, Dabur Herbal toothpaste was launched only in Kerala and Tamil Nadu. An ayurvedic product called Dabur Shwaasamrit was also recently launched in Karnataka and is under test-marketing.
The initiatives seem to be working. The local language brand exercise coupled with special focus campaigns, have helped Dabur notch up a near 19% growth in sales from South India during the third quarter ended December 31, 2006, as against merely 5.5% in the first half of the fiscal.
When Dabur acquired the homecare portfolio from Balsara, there was a significant thrust given to the portfolio in the South.