For too long they have lived under the shadows of the Sushmita Sens and Aishwarya Rais of metropolitan India. But soon, the belles of rural Bharat will have a chance to be celebrities in their own rights at their respective villages.
Home-grown major Dabur India Ltd is planning to host beauty pageants—Dabur Amla Sundar, Susheel, Yogya Pratiyogita—across rural India. The competition for finding beautiful, good-natured and capable women from villages is part of its strategy to relaunch the firm’s flagship Dabur Amla hair oil.
“With this, Dabur is eyeing around 22% growth in its retail offtake of the hair oil brand which is currently growing at 18% year-on-year,” Dabur consumer care division vice-president Vikas Mittal said.
He said villages with a population between 5,000 and 8,000 would be covered by the company for the contests and winners would be announced for each village. These could also look forward to becoming the face of Dabur for that particular village.
To start with, Dabur will organize a pilot project in Uttar Pradesh and Punjab towards April-end, followed by Bihar.
“Based on the learnings from these states, the pageant would be extended to a national-level competition, in times to come,” Mittal added.
As part of the first phase of the pageant, company representatives would hold beauty tips sessions to groom potential participants, who would be invited for the contest and judged on the parameters of their beauty and talent.
The company is banking on its brand ambassador and Bollywood actor Rani Mukherjee to give the 57-year-old hair-oil brand a further impetus.
Dabur Amla is the largest brand in the company’s portfolio, worth Rs250 crore, with over 35 million consumers.