Dabur Sanitize : Complete Family Protection

 Brand: Dabur Sanitize

Company: Dabur

Brand Analysis Count: 604

It was a launch that had to happen one day. The Covid pandemic accelerated the product entry into the new hot category- sanitizer. Dabur which is one the respected FMCG and health major in the country did not let the opportunity wasted. In March 2020, the company accelerated the product launch of its range of sanitizers and antiseptic liquid product range into the Indian market.

The corporate brand Dabur is associated with herbal/ayurvedic products and true to its heritage, the new product launch also has herbal ingredients like Turmeric and Aloe vera inside. What is interesting about the new product launch is the brand name. Dabur has decided to use the generic name Sanitize for the product range endorsed by Dabur brand. Under the brand name Dabur Sanitize, the company has launched a range of products like hand sanitizers, antiseptic liquid and soap. Another interesting thing is that it has another variant Dabur Sanitizer Plus which is an antiseptic liquid promoted in South India using the actress Simran. 

Dabur Santize antiseptic liquid is challenging the market leader Dettol. The USP of Dabur Santize is the properties such as antibacterial, antiseptic and no-burning (which takes on the Dettol ) along with natural ingredients like turmeric and Aloe vera. 

The market is currently flooded with products such as santizers, antiseptic liquids, creams, sprays and what not. The market now has the demand owing to the relentless spread of pandemic and fear. So the market is able to contain the supply of these products to a large extent. In that way, Dabur also will ride the wave of this category growth. The buzzword at this point in time is the ability of these products to reach the point of purchase. According to the news reports, Dabur Santize is available initially in online platforms. The brand will benefit from trend once it is available offline at a large scale. 

In a branding perspective, Dabur had chosen not to launch these products under a new brand or even a sub-brand. Rather it has used the generic product descriptor route for the new products. In one way the company has missed the opportunity for a new brand which could've offered more individuality and flexibility in terms of positioning and promotion.