The pandemic has led to a shift in shopping behaviour of consumers with the propensity for online shopping increasing.
In the post-COVID world, e-commerce has emerged as the most-preferred contactless method of making purchases, among consumers. Our e-commerce business has grown by almost 2x and has a saliency of over 6% as compared to 2.4% in 2019-20. With the second wave of the COVID pandemic leading to localised lockdowns in some parts of the country, e-commerce is expected to continue to grow.
Targeting this emerging trend, Dabur launched a series of new products exclusively for online markets. Some of these products, co-created with online retailers, continue to be exclusively available only in the e-marketplace while others have been introduced in Modern Trade outlets too during the year.