Dabur India keen on rural penetration in UP

Homegrown FMCG major Dabur India is keen on penetrating deeper into the hinterland of Uttar Pradesh to market its products.

While the company claims its products are available in almost 70 per cent of the grocery outlets, the rural market remains largely under-penetrated.“As the rural economy is growing along with the aspirations of the people, we are definitely making efforts to reach out to the un-covered areas,” Dabur India Brand Head Prashant Aggarwal told Business Standard. At the same time, the company does not want to lose focus on the urban market.

Meanwhile, the company has charted a unique strategy to connect with the people. The company has been organising beauty pageants for different brands and the winners become the brand ambassadors for that particular brand.

In the same series, the company today announced the launch of a mega model hunt for its skincare brand ‘Gulabari’ in UP. Christened ‘Dabur Gulabari Miss Fresh Face of UP 2009’, this pageant seeks to discover the fresh new for the brand.The hunt will cover nine major cities viz Kanpur, Lucknow, Meerut, Gorakhpur, Ghaziabad, Agra, Noida, Allahabad and Varanasi.