For Dabur, though, it was a Catch22 situation: Powder was predicted to come to a grinding halt, and the probability of being squeezed out of the tube by the ‘Big Boy’ Colgate, on the other hand, was high. Mohit Malhotra, who was then part of the marketing team and closely working with the consultancy firm on the project, saw the threat. “It was real,” recalls Malhotra, who was made chief executive officer last year. “But so was the opportunity.”
Two years later, Dabur bit the bullet. It reached out to its loyal customers of dant manjan with a new communication, and proposition: Aapka manjan ab paste mein aaya. (Your powder now comes in the form of paste.) Though launched without hiccups, Dabur didn’t paint the town red. Reason: A lot happened in the prelude to the launch. Lal Manjan was red in colour because of a herbal ingredient and spitting it would cause stains. So when powder got converted into paste, both the properties remained. Consequently, the option of ditching red for white was explored. Add to this the result of an internal survey done by the company before the rollout: Users either loved it or hated it. “It had a stinging flavour, a cooling after-taste, and was polarising,” recounts Malhotra, adding that the company had set a conservative sales target of ₹5 crore for the brand. One year into operations, the brand clocked ₹15 crore.
Esta historia es de la edición September 11, 2020 de Forbes India.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición September 11, 2020 de Forbes India.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
Home-Cooked Meal Is Now Greatly Valued
The pandemic has also brought with it an improved focus on hygiene, use of technology in dining, rise of cloud kitchens and resurgence in popularity of Indian ingredients
Paytm 3.0 - Reaching Near Breakeven In Two Years
As of 2020, Vijay Shekhar Sharma’s super app for financial services had run up losses in thousands of crores. Now, as digital payments gets yet another boost courtesy Covid-19, he’s hopeful of reaching near breakeven in two years
THE PANDEMIC HAS CAUSED WOMEN GREATER LABOUR PAIN
Covid-19 has shown that women are more likely to face the brunt of job losses than men, and find fewer opportunities when they want to resume. That apart, several have to deal with increased hours of unpaid work at home and even domestic abuse
LEADERSHIP WILL BE ABOUT SEEING THE BIGGER PICTURE
Leaders must not only guard their teams first during a crisis, but also deal with stakeholders with respect and dignity. And apart from pursuing business goals, they should remain committed to our planet and the environment
PHILANTHROPY SHOULD BE HUMBLE, BUT NOT MODEST
Apart from building a flexible and resilient framework for the future, philanthropists, civil society and the government must work in tandem so that every rupee is absorbed on the ground
INTEGRATED HEALTH CARE, TECH WILL DISRUPT SECTOR
While clinical research will get a boost, having a skilled workforce and public spending on health care will be challenges in the near term
DIGITALISATION WILL HELP IN VALUE CREATION
As the pandemic brings technology and innovation to the core of business and daily life, the next decade will see about 150 million digital-first families in India
Industry 4.0: Climate Revolution?
Augmenting sustainability alongside digital capabilities is an economic, competitive and global opportunity for India’s businesses, but regulations need to reflect intent
EV Dream Still Miles Away
Electric vehicles have remained a buzzword in India for years. But not much has moved on ground due to high upfront costs, range anxiety and charging infrastructure
Living Waters
A virus has caused us to scramble for oxygen but our chokehold on the environment is slowly strangling the very waters that breathe life into us. The virus is a timely reminder: We are merely consumers, not producers of life’s breath on this planet