To grab the share of growing internet shopping, Dabur has launched an online marketplace with Amazon. The marketplace will sell ayurveda brands along with relevant insights into the medicinal properties of ayurvedic products for treating various ailments.
While Dabur will drive content in the web marketplace, other rival brands in the herbal segment including Patanjali and Himalaya will also sell their product on it.
With this move, Dabur looks to tap into millennial consumer base who largely opting for online shopping.
Earlier, in July this year, Entrackr has reported about Amazon India reportedly approaching successful and prominent business families such as Burman (that owns Dabur) and Infosys co-founder Kris Gopalakrishnan in the country.
According to the company executive, Dabur will get prime visibility with branding and banners on the web marketplace.
Over the past couple of years, herbal and ayurvedic product space has been witnessing increased demand in urban and rural areas. Ramdev Baba’s Patanjali leads the race in the segment. It’s the second largest homegrown consumer goods company, after ITC.
The company closed the last financial year with Rs. 10,000 crores in sales.
Patanjali already sells online through its site patanjaliayurved.net, but wants the power of e-commerce platforms to boost its reach.
Patanjali is also eying the global market through partnerships with e-commerce companies. The company plans to take its product portfolio to the US, UK, and some other countries.
Meanwhile, Patanjali Ayurved had hired two investment banks to raise structured credit worth Rs1,000 crore.
E-commerce is becoming an important channel, and herb focused companies such as Dabur and Patanjali don’t want to miss the opportunity to attract potential customers through online channels.