New Delhi: At a time when local kirana stores are feeling threatened by organized retail players, homegrown major Dabur has embarked on an initiative to partner neighbourhood shops by offering higher margins to drive volumes in the highly competitive FMCG segment.
Through a programme christened as ‘Parivaar´, Dabur India is aiming to generate revenues to the tune of over Rs 120 crore from around 12,000 key grocery stores across the country by the end of this fiscal.
“In the first phase, around 5,000 key grocery outlets across 15 major cities will be covered. By the end of current fiscal, the number of ‘Parivaar´ outlets is expected to reach 12,000 to account for 8 per cent of our consumer care division sales,” V S Sitaram, executive director (marketing) in Dabur’s consumer care division, told PTI.
Under the initiative, Dabur will offer these stores higher margins. The company will also buy shelf space from key grocery stores and provide other collateral support like advertising to push Dabur products to the consumers, he said. Special discounts, gifts, scratch cards would also be offered under the scheme, he added.
Dabur would also offer retail solutions and merchandise to shopkeepers and also invest on creative elements in the outlets, he said.