The IUP Journal of Marketing Management
Case Study
Dabur Chyawanprash: Repositioning and Continuous Reinforcement

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM181121
Author Name : Mukesh Kumar Mishra and Manish Agarwal
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 17



This case describes how Dabur India (Dabur) repositioned one of its popular brands, Dabur Chyawanprash, over the years. It is not only one of Dabur's renowned brands but is also a leader in the branded Chyawanprash market. Over a period of time, the brand started facing competition not only from other branded chyawanprash but also from related categories such as health drinks. Children did not find Chyawanprash as appealing as health food drinks like Horlicks, Bournvita, Complan, etc. Chyawanprash looked dated due to the changes in the modern lifestyle. Consumers had the perception that chyawanprash should be consumed when someone is not feeling healthy. Even though Dabur Chyawanprash was a market leader, its growth rate started declining. To overcome this, the company went in for a major repositioning exercise of its popular brand.

The basic positioning remains the same, but the brand message has been changed to help current consumers better identify with the brand and also to establish the age-old Chyawanprash's relevance even in today's world.1

- K K Chutani, Executive Director - Marketing, Dabur India Ltd., January 2008.

If we have to be relevant for the next 130 years, we will have to be nimble, engage and inspire and have youth at the center of focus, as consumers and employees. We are getting future ready, not just with its products, but also with its communications, the way it reaches out to consumers and future employees.2

- Sunil Dugal, CEO, Dabur Ltd., September 2015.


In 2007, Dabur India Limited3 (Dabur) a leading ayurvedic medicine and natural consumer products manufacturer in India, went in for a major repositioning exercise for its flagship brand, Dabur Chyawanprash4. Prior to the repositioning exercise, Dabur Chyawanprash had used the tag line Zaroorat hai' ('Essential') and was positioned as a health supplement for children. The new tagline 'Zaroorat hai sabko' ('Essential for everyone') broadened the segment to include every member of the family. Through this repositioning exercise, Dabur wanted to stretch the target customer to include the youth segment. A series of television commercials (TVC) and print campaigns were released to target both segments - children and youth. Parents were the target audience for the campaigns based on the consumer insight that they were the ones who would care about the health of their loved ones. In the new positioning, the brand retained its core brand mantra, 'natural health tonic', but stretched the segment to include adults.