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Economic Times
31-07-2025
- Business
- Economic Times
Dabur Q1 Results: Cons PAT grows 3% YoY to Rs 514 crore, revenue up 2%
FMCG major Dabur India on Thursday reported a 3% year-on-year (YoY) increase in its Q1 consolidated net profit to Rs 514 crore compared to Rs 500 crore in the year-ago period. The profit after tax (PAT) is attributable to the owners of the holding company. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Category Growth and Key Takeaways FMCG major Dabur India on Thursday reported a 3% year-on-year (YoY) increase in its Q1 consolidated net profit to Rs 514 crore compared to Rs 500 crore in the year-ago period. The profit after tax (PAT) is attributable to the owners of the holding company's revenue from operations stood at Rs 3,405 crore, which was up 2% versus Rs 3,349 crore posted in the corresponding quarter of the last financial PAT jumped 61% on a sequential basis from Rs 320 crore reported in Q4FY25, while the topline grew by 20% versus Rs 2,830 crore in the January-March quarter of Ayurveda major said that the unseasonal rains during peak summer months impacted the performance of Dabur 's summer-centric portfolio, particularly in categories like beverages. Excluding this seasonal portfolio, the business grew by 7% in Q1 of facing inflationary headwinds during the quarter, Dabur delivered a 2% growth in operating profit, outpacing topline growth."This performance was anchored by solid market share gains across 95% of our portfolio, reflecting the trust of our consumers, the resilience of our brands and the agility of our teams to navigate challenges and deliver ahead of expectations," CEO Mohit Malhotra said, commenting on the first quarter saw steady growth across key verticals like digestives, toothpaste, hair care, skin care, and home rains during peak summer months impacted the performance of summer-centric portfolio, particularly in categories like beverages and glucose, though its diversified product mix and agile supply chain helped cushion the impact and maintain overall Dabur Red Paste and the premium brand Meswak, Dabur's Toothpaste business reported a 7.3% growth during the first 100% Fruit Juice portfolio under the Real Activ brand grew by 20%, while the Digestives portfolio grew by 7.7%.Home Care business posted a 10.1% Skin & Salon portfolio also grew by 9.2% while the Hair Care business posted a 7% secondary growth during the five consecutive quarters, rural markets have outperformed urban. This quarter too, the growth from Bharat stood 390 bps ahead of urban India, both in value and volume reach surged by 63,000 outlets year-on-year, now spanning 1.52 million outlets, up from 1.45 million in Ql village coverage expanded by around 10,000 villages, reaching 1.33 lakh villages.
Business Standard
28-07-2025
- Health
- Business Standard
Dabur Red Paste Turns #SwitchToFluorideFree Campaign into Nationwide Brand Movement
PNN New Delhi [India], July 28: Building on the momentum from their #SwitchToFluorideFree campaign, Dabur Red Paste has taken a bold next step in its campaign to raise awareness about excessive fluoride exposure. What began as an eye-opening initiative to spark dialogue has now evolved into a nationwide brand movement, encouraging consumers across India to rethink what's really in their toothpaste and make an informed switch to fluoride-free alternatives, challenging several industry giants in the process. - The national campaign backed by regional influencer storytelling, animated explainer videos, carousel education posts, SEO, search campaigns & purpose-led positioning aims to redefine oral care advertising. - To execute this campaign, Dabur Red Paste partnered with creative & digital agency Mixed Route Juice to build a full-funnel campaign. Every morning, millions of Indian families wake up and reach for the same thing: their toothbrush and toothpaste. It's a habit that starts in early childhood and becomes second nature. But a quiet shift in this routine is underway, driven by growing awareness around one key ingredient found in many toothpastes Across the world, there has been growing concern about the health risks associated with excessive fluoride exposure. According to international studies have highlighted potential links between high fluoride intake and a range of health issues, including neurotoxicity, particularly in children. These findings have led experts and parents alike to question the long-standing practice of fluoride use in everyday dental products and to seek safer, science-backed alternatives. And this movement is being led by Dabur Red Paste's recent nationwide public awareness campaign titled #SwitchToFluorideFree, aiming to educate Indian households on the potential risks of excess fluoride exposure, especially through daily oral care products like toothpaste. The trigger? A recent report by the Ministry of Jal Shakti revealed that groundwater in 370 districts across 23 states in India contains fluoride levels beyond the permissible limit. In regions already consuming high levels of fluoride through water, adding more through fluoridated toothpaste, especially since children tend to accidentally swallow the toothpaste, could elevate long-term health risks, like: - Dental Fluorosis (white or brown spots on teeth) - Brittle Bones - Low IQ "As a brand that has always believed in offering natural, safe, and effective oral care solutions, we felt it was our responsibility to bring this issue to the forefront." said Mr. Prashant Agarwal, Head of Marketing, Oral Care, Dabur India Ltd."#SwitchToFluorideFree is more than a campaign, it's a public health message, urging families to check their toothpaste labels and make the informed choice towards fluoride-free alternatives like Dabur Red Paste." What makes the campaign particularly powerful is its hyper-local storytelling approach. Influencers from regions most affected by high fluoride in groundwater, such as Uttar Pradesh (UP), West Bengal, Maharashtra, Telangana, Tamil Nadu and Odisha shared contextualized content about the fluoride report, encouraging viewers to "Flip the Pack" and look for safety instructions like "Do Not Swallow". The messaging culminates in a key call-to-action: #SwitchToFluorideFree, with Dabur Red Paste positioned as a clinically proven, Ayurvedic, fluoride-free toothpaste that fights 7 dental problems. To execute this campaign, Dabur Red Paste partnered with creative and digital agency Mixed Route Juice to build a full-scale brand movement combining regional influencer storytelling, animated explainer videos, carousel education posts, search engine optimization (SEO), search campaigns and purpose-led positioning aims to redefine oral care advertising. "Our goal was to bring empathy and urgency to a silent issue hiding in plain sight." said Amrita Sharma, Founder & Creative Director at Mixed Route Juice. "By combining public data, Ayurveda's relevance, and influencer-led narrative, we made the science accessible and the solution obvious. This is the kind of real, meaningful story-telling that we delight in." With a 360-degree approach to create mass awareness among the parents and healthcare-conscious consumers, the campaign has gained momentum on the digital and offline platforms. Dabur Red Paste,being fluoride-free toothpaste offers a safer alternative that doesn't compromise on oral health. It helps prevent tooth decay, reduces gum bleeding, fights bad breath, and alleviates sensitivity, while avoiding the risks associated with excessive fluoride. As oral care becomes part of the larger conversation around preventive health, #SwitchToFluorideFree marks a timely reminder for Indian families to not just brush, but make the wiser choice and brush better.
Time of India
04-07-2025
- Business
- Time of India
How marketers are mastering brand building and performance in South India
As South India emerges as a strategic growth market, marketers are recalibrating their media strategies to strike the right balance between brand building and performance marketing. Industry insights reveal a clear trend: success lies not in any single channel, but in the right mix of television, digital , influencer engagement, and hyperlocal media. Our conversations with marketing heads of leading advertisers with a strong presence in the South reveal a consistent truth: for brand building, television remains supreme. Its extensive reach, coupled with the significant cultural impact of regional cinema and celebrity endorsements, makes it an unrivaled force for generating mass awareness and forging emotional connections. While for performance, digital platforms such as social media, video streaming services, and search engines are proving indispensable. Strategies have evolved beyond purely performance-driven approaches to seamlessly weave brand storytelling into various digital formats. ETBrandEquity has delved into these insights, speaking with marketing heads of major brands and an agency to understand the most effective channels for both branding and performance in South India. Channels that deliver Dabur's oral care business sees a significant contribution from South India, accounting for almost 40 percent of the total category revenues. States like Andhra Pradesh and Telangana are particularly strong markets where Dabur Red Paste stands as the single largest toothpaste brand, reflecting the company's dominant market share in the region, according to Prashant Agarwal, marketing head- Oral Care, Dabur India Agarwal highlighted that for Dabur, television remains the most critical media channel in the South, primarily due to its high penetration, which can go up to 95 percent in certain states when it comes to branding. 'Within television, Dabur's strategy goes beyond general entertainment channels. The brand places a strong emphasis on movies, leveraging the popularity of the Southern film industry. This includes advertising on movie channels, during movie festivals, and especially around world TV premieres. Movie stars, who enjoy a massive following in the South, play a pivotal role in brand endorsements,' said Agarwal. For instance, Nagarjuna Akkineni endorses Dabur Meswak , while Vijay Deverakonda supports Dabur Red Bae Fresh Gel. Another prominent film personality is expected to join the roster soon, though that partnership is yet to be officially signed. Digital media is another area that has shown rapid growth. Agarwal added that platforms like Instagram and YouTube are now integral to Dabur's media planning. The company is adopting a hyperlocal approach to digital marketing by leveraging micro and regional influencers. 'While TV still commands the lion's share of the media budget, digital spends have been rising steadily and now contribute about 25–30 percent in the South region alone. Influencer-led content and region-specific campaigns have been particularly effective.' Beyond TV and digital, Dabur also makes selective use of print media to highlight brand-related news or product launches. While out-of-home advertising is not a major focus, the brand actively uses cinema advertising. Whereas when it comes to performance marketing, it is split between on-platform activities (on e-commerce platforms) and off-platform (primarily YouTube and Instagram). 'Instagram has been particularly useful for influencer-driven campaigns, which have now become more regionalised. Over time, this area has evolved significantly and is growing quarter on quarter, driven by rising digital penetration, increased time spent on digital platforms, and improved ROI,' said Agarwal. Sandeep Tanwani , CMO at Pidilite Industries, believes that campaigns anchored in cultural authenticity deliver the strongest brand impact. He said, 'Consumers in the South deeply value cultural familiarity and relevance, which is why we ensure our communication reflects their sensibilities through the use of language, music and popular cultural settings. This helps build a better emotional connection.' For instance, with their brand Haisha Paints , Pidilite collaborated with celebrities in the South and brought in the timeless appeal of Ilaiyaraaja's music to build authenticity and connect. Similarly, with Dr. Fixit, while the core messaging remains consistent nationally, the brand ensures their communication is adapted linguistically and emotionally to align with southern preferences. "South Indian states have consistently led on digital adoption, with mobile internet users among the most active and having high daily usage times. This demographic is digitally native, making online channels indispensable for Godrej in the Appliances space," stated Swati Rathi , head of marketing at Godrej Enterprises Group's Appliances Business. She elaborated, 'A combination of hyperlocal campaigns and digital marketing has proven effective for us. Online research – culminating in purchase online or offline – is a growing trend, and Godrej maintains a sharp focus on our e-commerce strategy in Southern markets. Furthermore, social collaboration with popular regional micro and macro-influencers on platforms like Instagram or YouTube is significantly fueling discovery and consideration. The ROI from regional influencer campaigns is frequently higher due to their local appeal and strong community trust.' Rathi continued, "Our strategy has largely been driven by video content, and video promotion, in turn, has been spearheaded by Connected TV (CTV), which is highly relevant for our premium target audience. We were early adopters of CTV and believe its share of digital spends will continue to grow. Beyond digital, traditional TV also continues to deliver high reach and impact in the South, and depending on campaign objectives, can play a key role in our media mix. For some markets in the South, cinema serves as good support media, while for certain cities, radio and hoardings become more relevant. While strong print publications exist, we have been relatively more video-heavy in our promotions." Unlike others, Zoho, a global technology company headquartered in Chennai, enjoys a distinct advantage in South India. With numerous offices strategically spread across the four Southern states, Zoho already benefits from strong brand recognition and affinity in the region. Praval Singh, VP marketing and customer experience at Zoho, detailed the company's multifaceted approach to marketing in the South. For brand building, Zoho leverages a diverse mix of channels, including hyperlocal out-of-home (OOH) advertising, targeted content marketing, strategic partnerships with regional influencers, and comprehensive digital advertising across various platforms. On the performance marketing front, Zoho employs a multichannel digital strategy. This includes robust Search Engine Marketing (SEM) campaigns, personalised email nurturing, dynamic social media engagement, and ongoing content marketing efforts, complemented by affiliate and loyalty programs. Branding vs Performance When it comes to regional advertising patterns, South India largely mirrors national trends, as observed by Dinesh Rathore , CEO, Madison Media Omega . He notes that common shifts seen across the country, such as the move from print to digital, are equally prevalent in the Southern states. Also he clears up that the industry isn't moving from branding to performance. Instead, it's a gradual shift from performance marketing to brand building. Rathore elaborates that while startups and newer brands typically launch with a strong performance-focused drive, aiming for immediate customer acquisition and sales, this strategy tends to evolve. After approximately two to three years in the market, brands commonly transition towards brand building. This strategic pivot is fueled by the understanding that a sole reliance on paid acquisition and discounts is not sustainable in the long run. Building a robust brand becomes essential for fostering growth, establishing trust, and cultivating lasting customer loyalty. 'Many of D2C brands, which initially leaned heavily on performance-driven online strategies, are now actively expanding their footprint into offline retail. This expansion is accompanied by a parallel increase in their investment in brand-building initiatives through traditional media and top-of-the-funnel campaigns. This strategic move underscores a focus on achieving greater scale and ensuring longevity, as these D2C brands look beyond immediate return on investment (ROI) to cultivate long-term brand equity,' said Rathore. Regarding overall media expenditure, Rathore noted digital's continued upward trajectory, often serving as the initial entry point for many brands due to its cost-effectiveness and precise targeting. Television ranks second in spending, while Print, despite a comparative decline, maintains relevance for highly region-specific or tactical campaigns where localised reach is a priority.
