Dabur’s Digital Marketing Initiatives

In the mid-1880s, an ayurvedic practitioner Dr. S.K. Burman (Burman), concocted medicines for
diseases like cholera and malaria and set up a small pharmacy under the name ‘Dabur’ in 1884 in
Calcutta (now Kolkata), India, to mass-produce his ayurvedic formulations. The name Dabur is
derived from the Devanagri rendition of ‘Daktur Burman’. In 1896, Burman set up a
manufacturing plant for mass production of formulations in order to meet the growing popularity
of Dabur products and expand his operations. In early 1990s, the company entered into the
specialized area of nature-based ayurvedic medicines, for which standardized drugs were not
available in the market. Looking at the need for developing scientific processes and quality
checks for mass production of traditional ayurvedic medicines, Burman established research
laboratories in 1919 and expanded further with new manufacturing units at Narendrapur in West
Bengal, India. In 1936, the company became a full-fledged company – Dabur India (Dr. S. K.
Burman) Pvt. Ltd. In 1940, it launched its first personal care product..

In February 2019, India-based FMCG company Dabur India (Dabur) launched a new digital
campaign named ‘#ToMyBeeLoved’ on Valentine’s Day. Through this campaign, the company
urged the influencers to encourage self-love among their followers. It also emphasized the
importance of staying healthy. This campaign, which helped the company to reach out to
bloggers and influencers from diverse backgrounds, also talked about people inculcating the
right habits into their daily schedule, doing things they loved, prioritizing self-care, as well as
showing affection to their loved ones...

1. Understand the importance of digital marketing in reaching out to/connecting with the
millennials
2. Understand how social media act as a potent digital marketing tool, more so for an
FMCG company
3. Understand the importance of the marketing mix for the success
4. Understand how digital technologies will play a pivotal role in the future of marketing
FMCG products