Discover the remarkable journey of an ancient Ayurvedic formula that has become a household name in India today. The Dabur Chyawanprash story is a testament to the power of advertising and how it reintroduced an age-old remedy to Indian homes, this time with a brand name attached! The pandemic-induced surge in demand for Dabur Chyawanprash saw a staggering 400% increase, making it one of the most trusted products for enhancing immunity in India. For over 1500 years, Ayurvedic doctors have recommended this polyherbal formula, originally designed by sage Chyawan, to alleviate various illnesses. However, despite its healing properties, it lacked a brand name and wasn’t part of the mainstream culture until the 20th century. This all changed when Dabur Chyawanprash emerged on the scene, making it a fascinating story of how one brand can revive ancient medicine and transform it into an indispensable product.
Retelling the Tale of Dabur: A Journey Through its History
Dabur, the world’s number one Ayurvedic brand, boasts an impressive annual revenue of almost Rs. 9000 crores. In recent years, both the gross and net revenues have only seen a steady upward trend. However, the origins of this remarkable company were incredibly humble. Dabur Ayurveda was established in Kolkata in 1884 by Sudeep K Burman, with the noble aim of providing affordable medicine to the common people. In those times, diseases such as malaria, cholera, and other communicable illnesses were rife, and modern healthcare was beyond the reach of the masses. It was in this challenging climate that Mr. SK Burman launched Dabur Ayurveda, providing accessible alternative medicine to those in need. For many decades, the brand continued to operate as a family business, with limited scalability.
Promoting Chyawanprash through Marketing
While Chyawanprash was already being widely recommended at India’s Ayurvedic clinics, Dabur’s primary objective was to position itself as the go-to brand for this Ayurvedic elixir. With a considerable fan following already in place, thanks to the Ayurvedic lifestyle embraced by many Indian families in the early 20th century, Dabur’s goal was achievable. The company’s marketing strategy, up until the 1970s, relied heavily on posters, marketing executives canvassing for space in Ayurvedic stores, and newspaper ads. Despite the fact that many people couldn’t distinguish between promoted content and informative news in those days, Dabur Chyawanprash’s reach continued to grow, as press releases helped spread the word to every nook and cranny of India.
TV’s Branding Impact
In the 1980s, Dabur shifted its primary promotional efforts from radio and print to television commercials, coinciding with the rise of television’s popularity across India through Doordarshan. The earliest commercials featured the late veteran actor Shri Ram Lagoo, emphasizing the 36 micro-nutrients found in Dabur Chyawanprash that can help ward off diseases. The ads appealed to rural Indians, emphasizing highly rated Ayurvedic ingredients like Amla and the mystical origins of this health tonic, tracing back to ancient sages. Additionally, the ads stressed the importance of family values, with one of Dabur’s earliest taglines being “Parivar ka ye Vishwas – Dabur Chyawanprash” (The Hope of every family). In fact, one of the earliest commercials even included a role-play of Rishi Chyawan, preserving the intrigue and mysticism associated with the ancient formula during the early days of product commercialization. Over the years, these regular advertisements helped establish Dabur as a trusted brand in the minds of Indians.
Energetic Tonic for All
Starting from the mid-1980s, Dabur shifted the focus of Chyawanprash from being a relief medicine to an energy tonic with preventive properties. The message conveyed in the commercials was that regular consumption of Dabur Chyawanprash could prevent all diseases and boost overall health. Catchy taglines like “Chusti ke liye Dabur Chyawanprash” became embedded in public memory.
The commercials showcased the elderly and children who attributed their exceptional strength and disease-free life to Dabur Chyawanprash. The advertisements highlighted the benefits of this supplement in strengthening immunity, guarding against infections, increasing energy, regulating blood pressure, promoting focus, treating respiratory issues, and offering various other health-related perks.
By 1990, Dabur Chyawanprash had set new sales records. As many Indians shifted to urban lifestyles, they began to rely on this product from Dabur to maintain their health.
Minor Dip, Major Celebrity Boost
In the late 90s and early 2000s, before the era of the internet, it was difficult for companies to gather immediate feedback from their customers. In addition, the entry of competitors such as Himalaya, Vaidyaratnam, and Emami resulted in a slight dip in Dabur Chyawanprash’s sales, as the company lost market share in some regions. However, the concept of Chyawanprash as food for energy and immunity continued to gain popularity among the public.
To combat this, Dabur turned to celebrity endorsements. They launched a massive advertising campaign, costing 10 crores INR, featuring Amitabh Bachchan, one of India’s most prominent actors. This move was also a response to Emami’s marketing campaign for their Sona Chandi Chyawanprash, which featured Shah Rukh Khan.
The healthy competition between companies ultimately led to increased sales of Chyawanprash in India. Overall, Dabur can be proud of taking Rishi Chyawan’s invention to every corner of India and beyond, with the help of Amitabh Bachchan’s endorsement.
Repositioning Against Misconceptions
In the late 2000s, there was a prevalent misconception that Dabur Chyawanprash was only suitable for young children or elderly people to increase energy and immunity. This notion was partially derived from Dabur’s own commercials, which primarily featured either old people or children, and even their celebrity-driven ads used elderly actors like Amitabh Bachchan.
To combat this misconception, Dabur enlisted the then Indian Cricket team captain, MS Dhoni, to appear in their commercials, representing middle-aged individuals. They also redesigned the packaging of Dabur Chyawanrash, featuring plenty of red colors to signify activity and alertness, with a new message highlighting the importance of an active mind and fit body in achieving success in life.
Empowering Women’s Choices
Dabur’s efforts to promote Chyawanprash as a health tonic continued with the involvement of female celebrities. The iconic Madhuri Dixit and Kajol Aggarwal graced Dabur’s advertisements, encouraging women across India to prioritize their health and the well-being of their families by choosing Dabur Chyawanprash.
Through these efforts, Dabur has not only established a strong brand for itself but has also ensured that the benefits of this age-old Indian health tonic are accessible to individuals and various social groups across the nation.
Honesty in Advertisements
Dabur has made sure to maintain honesty in its advertising over the years, particularly for health products where many commercials tend to exaggerate and misrepresent the true nature of the product. Instead, Dabur’s commercials stay within the boundaries of truthful information, often promoting advice that one’s ayurvedic doctor would endorse.
Bringing Variety to Nourishment
While expanding its production, Dabur has been committed to maintaining the high quality of its product. As a part of this effort, Dabur Chyawanprash is now available in various markets, making it more accessible to those who find the original taste unappealing.
Dabur follows the traditional ayurvedic methods for preparing the health tonic and only adds flavors that do not compromise the nutritious value of the product. With these new options, Dabur is able to offer a wider range of nourishment to its customers.
Familiar Brand for All
In the wake of the Covid-19 pandemic, Dabur Chyawanprash has cemented its place as a household name in India. With soaring sales figures, people have relied on this ancient health tonic to improve their overall well-being, and Dabur has continued to be the most trusted brand, despite the growing competition from other companies.
Today, this Ayurvedic jam is no longer a mysterious, ancient remedy, but a widely recognized product available on the shelves of medical, ayurvedic, and kirana stores, thanks to Dabur. With its commitment to quality and innovation, Dabur has succeeded in making Chyawanprash an essential part of the daily health regimen of millions of Indians, young and old alike.
Conclusion
The journey of Dabur Chyawanprash from a traditional Ayurvedic recipe to a modern household brand is nothing short of remarkable. The brand’s commitment to quality, innovation, and consumer satisfaction has earned them a loyal customer base and a dominant position in the market.
The makers of Dabur Chyawanprash understood the importance of staying true to their roots while also adapting to the changing times. With a focus on scientific research and a commitment to providing high-quality products, Dabur has successfully repositioned itself as a modern health and wellness brand, while still retaining the trust and credibility of its traditional Ayurvedic roots.
The company’s marketing strategies and campaigns have been highly effective in promoting the product and educating consumers about the benefits of Chyawanprash. Through a combination of celebrity endorsements, innovative packaging, and targeted advertising, Dabur has successfully made Chyawanprash a household name, appealing to a wide range of customers, including children and the elderly.
In today’s fast-paced world, where people are constantly seeking quick fixes to their health problems, Dabur Chyawanprash remains a reliable and trusted choice for those looking for a natural, Ayurvedic solution to boost their immunity and overall well-being. As Dabur continues to innovate and expand its product offerings, it is clear that the legacy of this iconic brand is set to continue for many years to come.
