Dabur India is venturing into the D2C space by launching its own website, Dabur Shop. The FMCG major is eyeing Rs 100 crore revenue from the sale of digital-first brands by the end of FY23.
Dabur India is the latest FMCG company to join the D2C bandwagon at a time when the e-commerce channel continues to witness robust growth. The company is set to take its direct-to-consumer portal live by the end of this fiscal across the country and is positioning it as a one-stop shop for its entire product portfolio.
Over the past two years, the company has been ramping up its focus on launching digital-first brands. “Dabur Shop is currently in the beta testing stage. We are working on progressively increasing its coverage across towns. Our intent is to provide consumers access to the entire Dabur range of products and it will not be restricted to our widely distributed products,” said Mohit Malhotra, CEO, Dabur India.
“This will, over time, become a one-stop shop for the entire Dabur range, including the Ayurvedic medicines portfolio that’s not easily available on the e-commerce marketplace,“ Malhotra added. The company said it will also leverage on its D2C portal to further scale up its digitally-curated or digital-first brands and products.
Revenue of Dabur Shop:-
“Dabur Shop is currently in its beta testing phase. We are adding pincodes to it as we speak and testing is still underway,” says Ankush Jain, CFO, Dabur India.
On Dabur Shop, consumers will be able to shop for products across Dabur’s portfolio including—home and personal care, foods and beverages, and even healthcare. Products from Dabur’s ayurvedic portfolio like Restora, which helps fight fatigue and constipation, acne remedy Trifgol, and others will also be available on the D2C platform.
it’s has already tasted success from the sale of its products on other online platforms like Amazon, Bigbasket, and Tata 1MG, among others. Ecommerce, which used to be 2-3% of Dabur’s overall business three years ago, has now grown three times to contribute 9% to its sales.
“Ecommerce is doing very well for us, as in the current quarter also, we’ve grown by roughly around 50%,” said Mohit Malhotra, CEO, Dabur India, in the company’s Q2 FY23 investor call.
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