Multiple formats pave the pitch for Dabur's 30-year-old product Odomos

Dabur experiments with the packaging and the brand narrative of its Odomos; but can it do so without diluting the promise?

How does a brand adjust, having gone from a near-generic association with its category to being one of many on the shelf? For Odomos, launched by the Balsara group three decades ago and a part of the Dabur group since 2005, the answer has been to reimagine itself in many formats and for a diverse group of users. 

At the same time, from being a household staple, Dabur has repositioned Odomos as a lifestyle purchase available across multiple price points. The brand is also being advertised more frequently, all in the hope of staying relevant for a new batch of consumers. 

Vineet