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The company's plan includes re-christening brands in local languages and creating special products with a distinct local flavour.

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New Delhi Feb. 7 In an effort to achieve greater penetration and strengthen its presence in the southern market, domestic FMCG giant Dabur India is all set to localise some of its products through regional names and advertising campaigns.

"Often people treat India as one big market, but the reality is that India is more like the European Union — a mix of different cultures, languages and markets. With this initiative of ours, Dabur India is taking advantage of this diversity to create and adapt brand mixes for the South Indian market," said Mr V.S. Sitaram, Executive Director, Dabur India.

From re-christening brands in local languages such as Tamil to creating special products with a distinct local flavour and even roping in local celebrities as brand ambassadors, Dabur India, is adopting every trick in the book to penetrate deeper into the south Indian markets. The idea, added Mr Sitaram, is to make the brands easily understandable to the Tamil-speaking populace.

Amongst products that have been re-christened is Dabur Lal Dant Manjan, while Dabur Amla is being considered for a possible change in image.

Recognising the South Indian consumer's belief on natural products, the company also recently launched Dabur Herbal toothpaste in Kerala and Tamil Nadu, along with an ayurvedic product called Dabur Shwaasamrit in Karnataka.

"As a result of this initiative, Dabur India has seen a near 19 per cent growth in sales from the southern market during the third quarter ended December 31, 2006, as against 5.5 per cent in the first half of the fiscal.

Oral care has become the largest category in terms of sales growth reporting a near 20 per cent gain in value terms.

In the last quarter, home care product sales in South India accounted for nearly 20 per cent of the company's all-India sales, with sales in the South Indian market growing at over 40 per cent against a national average of 26 per cent.

More Stories on : Brands | Personal Products | Dabur India Ltd

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