Roam the markets of rural India and the two desi brands that stand out are Nirma and Dabur. Nirma detergent and soap bars stare out from the shelves, alongside Dabur’s oil, shampoo and ayurvedic products. The two FMCGs have obviously used distinct strategies to win over the hinterland:

Price: While Nirma, since launching its detergent in 1969, has stuck to modest price points, Dabur has supplied rural markets with small-volume packs that are affordable and convenient.

Presence: Nirma ensured it was available in every nook and corner, in even the smallest of village stores. Dabur pushed its way through tie-ups with companies like IOC and boasts a retail reach of 25 lakh outlets.

Promotion: Nirma’s advertising pitch and the swirling young girl had an iconic impact which, according to market watchers, has become even more popular over the years. Dabur has deepened awareness about its brands through extended promotional activity in haats and melas , through wall paintings and video vans apart from the traditional TV and radio route.

Newer entrants, no doubt, would do wonders with a leaf from their book.

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