Following the recent news that Indian fast-moving consumer goods (FMCG) giant Dabur has announced the launch of a new online-only haircare line for kids, ‘Dabur Amla Kids’,

Priyanshu Rana, Consumer Analyst at GlobalData, a leading data and analytics company, offers his view:

“The announcement was made with the objective to tap the potential kids customer base and high growth online retail sector in India.

“Dabur, which already has well-known haircare brands such as Amla and Vatika, looks to test the new line of haircare range for kids through online channel first before making it global.

“Although the online retailing of haircare in India forms only 1% of the total category sales, it has grown at a rate of 12% in value sales in 2018, according to GlobalData.

“On the other hand, the haircare business of Dabur India is growing at 12% in value sales, almost at same rate, and therefore the online exclusive strategy may help the company to grow faster and save on distribution costs.”