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Published
Sep 2, 2022
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Dabur expands D2C brands, eyes Rs 100 crore from segment in FY23

Published
Sep 2, 2022

Fast moving consumer goods business Dabur is seeing swift growth amongst its direct-to-customer brands and expects the segment to cross Rs 100 crore in revenue in the 2023 financial year. 

Dabur's Vatika portfolio includes skincare and baby care among other products - Dabur - Facebook


“We are rolling out a series of digital-first new products this year,” said Dabur’s chief executive Mohit Malhotra, ET Tech reported. “Our strategy is to use e-commerce as the launch platform for many new-age formats, build up scale here and then roll them out in other channels.”
 
The business retails a range of brands exclusively online on its own ‘DaburShop’ e-commerce store as well as on multi-brand platforms including Flipkart and Amazon India. These brands range from baby, skin and body care brand Vatika to cold-pressed oil brand Real among others.   

“We have a war chest of around Rs 5,500 crore ready for future acquisitions,” said Malhotra. “We continue to look for targets which are synergistic and make a good strategic fit with our business.” 
 
Launching new products is especially driving Dabur’s growth in terms of online sales and the business is looking to further penetrate the personal care market with this format. While new product launches make up between 4% and 5% of the business’ sales across channels, they make up almost 10% of e-commerce sales. 

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