Leading consumer goods manufacturer Dabur has tied up with online marketplace Snapdeal to set up an e-store for its ayurveda products called LiveVEDA. This is part of the former’s strategy to up its game in e-commerce sector and expand its herbal and ayurveda category. The total size of the Indian ayurvedic market is Rs 50 billion and it is growing substantially at a rate between 10-15 per cent.
Dabur is already working with multiple partners across categories to sell its products online. Currently it’s retailing its best selling products like honey, chyawanprash and oil at discounted rates and recent launches.
Last September Hindustan Unilever (HUL) went mainstream for its resurrected Ayurveda brand Lever Ayush by partnering with online marketplaces, as an attempt to take on other popular brands in this category such as Himalaya, Kaya and Biotique. Earlier it was sold through HUL Network, its direct selling business. Other popular competitor Patanjali Ayurved who is recently in news for becoming the biggest FMCG advertiser, retails products through the major e-commerce sites through different vendors and plans to consolidate its online presence. Same goes for Himalaya who is selling its products through its own e-store (himalayastore.com) and other e-commerce sites.