Dabur ventures into e-commerce

By afaqs! news bureau , afaqs!, New Delhi | In Digital | February 14, 2011
The FMCG firm has launched the website, to sell skincare and beauty products online.

Dabur has entered the online shopping space with, through which it will sell the Uveda range of skincare and beauty products online.

The entire range of Dabur Uveda skincare and beauty products will be offered for sale online. Consumers will be able to make payments through debit or credit cards, net banking, or payment on delivery. Consumers will also be given the option of gifting the Dabur Uveda range of products through online gift vouchers.

Apart from selling products online, the portal will also provide extensive information about the brand's range of skincare products and will help users locate the exclusive stores where Dabur Uveda products are sold.

In an e-mail interaction with afaqs!, Sanjay Singal, head, marketing, Skin Care, Dabur India, points out the reasons for the creation of the site. He says, "The online medium gives us the advantage of engaging with a larger number of consumers and building a dialogue, wherein we get an opportunity to educate them on the goodness of the ingredients used in the Dabur Uveda products and also share clinical test results, which further reinforce the effectiveness of the products."

Singal further adds, "Through the site, we aim to provide consumers an all-new experience of shopping for beauty products by understanding in detail the individual properties of each of the products."

Singal emphasises that the launch of the online store will help the company to expand its reach. "With, we are also extending our reach, making the products available to everyone who is currently unable to access the 200 select retail sales points, which we have been covering through the beauty advisor network," he says.

The company's target is to tap women in urban areas, above 25 years of age in SEC A.

Dabur will promote the online site through all its above-the-line and below-the-line activities.

"All our print advertisements mention the online shopping portal details. Besides, we will also be driving traffic to the website through the digital marketing route. Already, the portal has been aligned to Facebook and Twitter, and we are working on an extensive digital campaign strategy, too," Singal points out.

The FMCG firm plans to launch the online shopping facility for its other product categories, as well.

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