The maker of Vatika shampoo and Real juices has entered the kids’ hair care space with a range of products under its new Amla Kids franchise, which will be sold only through e-commerce platforms. “The need for a specialised hair care range for kids was an unmet one in the industry,” said Dabur marketing head - hair care Rajat Nanda. “Digital and e-commerce help create initial visibility, buzz and consumer response,” he added. He said both the oil and shampoo under the range are paraben, paraffin and sulfate free. Amla Kids is a natural extension of the Dabur Amla brand.
According to market research firm Nielsen, e-commerce contributes about 2% to the country’s Rs 3 lakh crore FMCG business, up from 0.4% in 2016, and its share is expected to increase to 11% by 2030.
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