For long they have been living under the shadows of the likes of Sushmita Sens and Aishwarya Rais of metropolitan India. But soon, the belles of rural Bharat will have a chance to be a celebrity in their own rights at their respective villages.
Homegrown 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 as part of its strategy to relaunch the firm’s flagship hair oil- Dabur Amla.
“With this activity, Dabur is eyeing around 22% growth in its retail offtake of the hairoil brand which is growing at 18% year on year currently,” Dabur India Ltd Consumer Care Division Vice-President Vikas Mittal said.
He said villages with a population between 5,000-8,000 would be covered by the company for the contests and winners would be announced for every village who could be further be made as face of Dabur for that particular village or tehsil.
To start with, Dabur will organise 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. It is the largest brand in Dabur’s portfolio worth Rs 250 crore with over 35 million consumers.