Dabur Amla oil in new avatar, beauty contests for rural markets

Dabur has announced the launch of a special low-priced pack of Dabur Amla hair oil for just Re 1 for a sachet and Rs 10 for a 25 ml pack, to penetrate rural markets.

The Amla oil is Dabur's oldest and largest brand. The new identity was an attempt to modernise the brand and make it more contemporary and relevant, in consonance with today's lifestyle.

Ajay Motwani, head, hair oil category, Dabur India, says, "The rural Indian woman is changing, and so are her aspirations and beauty needs.

While she lives in small town India, she aspires for beauty and seeks modernity in all the products she uses. In order to meet these evolving needs of today's woman, Dabur Amla hair oil has undergone a face lift that makes the brand more youthful, contemporary and in sync with today's consumer."

In September, the company kicked off its annual consumer initiative – a rural beauty pageant christened Dabur Amla 'Banke Dikhao Rani', which recognises and rewards facets such as sundarta (beauty), susheelta (well mannered) and yogyata (competency) amongst young girls.

The first round of the initiative involved promoters accompanied by a beautician travelling to the targeted villages and announcing the beauty pageant. The beautician gives hair care tips and hand out sachets of Dabur Amla hair oil to the girls, who are asked to prepare themselves for the final round of the pageant. A reminder announcement will be made by promoters three days prior to the pageant.