Dabur India Ltd, India’s leading consumer and natural beauty products maker, has unveiled its oldest and largest brand– Dabur Amla Hair Oil – in a new, modern & contemporary avatar. The new identity modernizes this over 60-year-old Dabur Amla brand, making it more contemporary and relevant, in consonance with today’s lifestyle.
“The rural Indian woman is changing, and so are her aspirations and beauty needs.While she lives in a 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 facelift that makes the brand more youthful, contemporary and in sync with today’s consumer,” said Dabur India Ltd Head-Hair Oil category Mr Ajay Motwani.
Inorder to further deepen the brand’s penetration in these rural pockets, Dabur India Ltd also announced the launch of special low-priced packs of Dabur Amla Hair Oil – a Re 1 sachet & a Rs 10 pack (25ml) – making their preferred beauty brand more affordable.
“Overtime, we felt that Dabur Amla had to change with the times and be in sync withits target audience — the new age woman. The new identity modernizes this 70-year-old Dabur Amla brand, making it more contemporary and relevant in consonance with today’s lifestyle. The new look — with its brand ambassador Rani Mukherjee on the front label – maintains the continuity with the brand’s beauty association while infusing a youthful appeal,” added Mr Motwani.
On the occasion, the Company also announced the expansion of a new consumer initiative– a rural beauty pageant christened Dabur Amla ‘Banke Dikhao Rani’, which recognises and rewards facets such as Sundarta, Susheelta and Yogyata amongst young girls. “Dabur Amla Hair Oil has always been associated with beauty and has been known as the key behind strong , long and beautiful hair. We are now taking Dabur Amla’s association with beauty a step further with this rural beauty pageant that also seeks to empower women in rural India,” said Mr Motwani.
The contest will be held across 52 districts in three states – Uttar Pradesh, Madhya Pradesh & Bihar– covering 2,000 villages. “The aspirations of women across India, particularly in rural India, are changing. They are increasingly seeking tools to enhance their beauty and confidence. Dabur Amla, we feel,offers these consumers the ideal tool to enhance their beauty and confidence. With this initiative, we will generate beauty awareness among rural women, educate them about the benefits of Dabur Amla Hair Oil vis-à-vis loose mustard oil, and offer the rural women a platform to showcase their beauty and talent,” added Mr Motwani. The contest would be judged by local elders, village Panchayat and women opinion leaders of each village.