Mumbai: Dabur India Ltd is all set to woo rural India and its market with a host of beauty pageants - Dabur Amla Sundar, Susheel, Yogya Pratiyogita - across the country.
While beauty contests generally have been centred on metropolitan India, Dabur said the competition for finding beautiful, good-natured and capable women from villages is part of its strategy to relaunch its flagship hair oil - Dabur Amla.
"With this activity, Dabur is eyeing around 22 per cent growth in its retail offtake of the hair oil brand which is growing at 18 per cent year on year currently," Vikas Mittal, vice president of Dabur India''s consumer care division, said.
The company, he said, plans to cover villages with a population between 5,000-8,000 for the contests and winners would be announced for every village who could be further be made as face of Dabur for that particular village or tehsil.
Dabur will organise a pilot project in Uttar Pradesh and Punjab towards April end followed by Bihar. "Based on the learnings from these states, the pageant would be extended to a national level competition, in times to come," Mittal said.
Company representatives would hold beauty tips sessions to groom potential participants who would be invited for the contest and judged on the parameters of their beauty and talent.
The company is banking on its brand ambassador and Bollywood actor Rani Mukherjee to give the 57-year-old hair oil brand a further impetus.
Dabur Amla is the largest brand in Dabur's portfolio worth Rs 250 crore with over 35 million consumers.