Ayurvedic products maker Dabur India recently announced its foray into the Ghee category with the launch of ‘Dabur 100% Pure Cow Ghee’, a traceable Ghee. Prepared from milk sourced from indigenous cows bred in Rajasthan, Dabur 100% Pure Cow Ghee will be launched exclusively on Grofers, one of the eCommerce platforms, during its ‘Grand Orange Bag Days’ (GOBD) event on 16 January 2021.
Announcing this online exclusive launch, Dabur India deputy general manager Marketing (Innovations) K. Ganapathy Subramaniam said, “Dabur is sworn to its motto of being dedicated to the health and well-being of every household. We are moving forward on this mission with the launch of Dabur 100% Pure Cow Ghee. It is a natural immunity booster with antioxidant properties, improves digestion, and is a good source of energy. The hygienic process of making this Ghee ensures nutrition in every spoon, and it has a great taste and aroma along with danedaar texture.”
“Dabur 100% Pure Cow Ghee is our latest addition to the list of pure and healthy products that we prepare for our consumers. It was a sheer delight to work closely with the Grofers team on the product since ideation to the final execution. Extremely thrilled to launch the product on Grofers GOBD Event. Dabur 100% Pure Cow Ghee will be available in a 1-liter pack at an MRP of Rs 599,” said Dabur India business head eCommerce Smerth Khanna.
“We are excited to launch ‘Dabur 100% Pure Cow Ghee’ during our flagship semi-annual Grand Orange Bag Days sale. In these uncertain times, as more and more consumers are using eCommerce channels to purchase food products, we have joined hands with Dabur to provide our consumers easy and fast access to natural and healthy products they love. This GOBD, our consumers will get a ‘100% guaranteed inaam’ on every order along with maximum savings by shopping from the comfort and safety of their homes” said Anish Srivastava, vice president Category at Grofers.
Dabur India head – Innovations Rajat Mathur added, “Pure Cow Ghee is traditionally known to be a source of energy and has the goodness of Vitamin A and MUFA. It consists of fat-soluble vitamins, helps maintain healthy cholesterol levels, and aids healthy weight. Consumption of Pure Cow Ghee helps to improve immunity, gastrointestinal health, strengthen bones, and keeps your skin glowing.”
Dabur India is one of India’s FMCG companies. Building on a legacy of quality and experience for 136 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and natural health care company. Dabur India’s FMCG portfolio includes nine power brands – Dabur Chyawanprash, Dabur Honey, Dabur Honitus, Dabur PudinHara, and Dabur Lal Tail in the healthcare space; Dabur Amla, Dabur Red Paste, and Vatika in the personal care space; and Réal in the foods category.
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Naresh Khanna – 10 February 2025
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