Dabur enters Ghee category with 'Dabur 100% Pure Cow Ghee'

The world's one of the largest Ayurvedic products maker Dabur India announced in mid-January 2021 its entry into the Ghee Category with the launch of 'Dabur 100% Pure Cow Ghee', claimed to be India's first traceable Ghee. Prepared from milk sourced from indigenous cows bred in Rajasthan, Dabur 100% Pure Cow Ghee was launched exclusively on Grofers, one of the leading eCommerce platforms, during its 'Grand Orange Bag Days' (GOBD) event on 16th January 2021.

Announcing this online exclusive launch, Dabur India Ltd deputy general manager, Marketing Innovations, Mr 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."

Mr Smerth Khanna, business head eCommerce at Dabur India, said, "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 from ideation to the final execution. Dabur 100% Pure Cow Ghee will be available in a 1-liter pack at an MRP of Rs 599."

"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," Anish Srivastava, vice president-category at Grofers added.

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 Monounsaturated fatty acids (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 leading FMCG Companies. Building on a legacy of quality and experience for 136 years, Dabur is one of India's most trusted names and the world's largest ayurvedic and natural health care company. Dabur India's FMCG portfolio includes 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 care; and Réal in the food category.