The rural and semi-urban areas accounts for nearly 60% of the company`s sales in the segment and continues to grow at a much rapid pace than urban India. Dabur has three products in its portfolio, including the flagship Dabur Lal Tel, which has an overall market share of over 25%.

The company is especially looking at the digestives and massage categories in the baby care segment for growth, since it has a market pie of over 23%. The baby care market, which is estimated at Rs 15 billion comprising both branded and unbranded segments, is growing at almost 17% annually.

“This is the first-ever baby show to be held at such a scale in UP and Bihar. The idea is to grow the awareness about healthy and chemical-free baby care products and popularize Ayurveda in these cities. Open to babies of up to 15 months of age, the participants will be judged on various parameters like health, photogenic qualities etc. We had received over 7,000 entries for the show and have shortlisted 25 babies each from UP and Bihar for the two finals being held in Patna and Lucknow on March 29th and March 30th respectively,” said Mr. Rajeev John, Group Product Manager, Dabur India Ltd.

The Winner Baby will get Rs 50,000 cash prize, while the 1st Runner up will be awarded Rs 25,000 cash prize, and the 2nd Runner Rs 10,000 cash prize. All the remaining 22 contestants would also be given assured prizes worth Rs 2,000. Some other prizes to be given away at the event include:

Most Healthy Baby – Weight would be checked and compared with ideal age-weight combination and points would be given on scale of 1-10
Most Active Baby – Judges would observe each baby and give points
Most photogenic Baby – In this round all the parents with their baby would walk the ramp & the judges would select the winner

The company has also unveiled a refurbished range of Ayurvedic baby care products and is now positioning itself as the ‘Ayurvedic Expert for Babies’. The Dabur baby care range includes Dabur Lal Tel, Dabur Janma Ghunti and Dabur Gripe Water.

“With over 120 years of experience in Ayurveda, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. With the rollout of the new, advanced range of Ayurvedic baby care products, Dabur is today the only company to offer a whole range of chemical-free products for infants. Dabur Lal Tel, Dabur Janma Ghunti & Dabur Gripe Water are the oldest and most trusted Ayurvedic formulations present in the market today,” Mr. John added.

Dabur Ayurvedic baby care products are fortified with herbs and natural ingredients like shankhpushpi, honey, ratanjyot etc. to provide safe and extremely beneficial care for your babies. While Dabur Lal Tel helps strengthen muscles and bones of babies, Dabur Janma Ghunti keeps the baby’s stomach fit, and Dabur Gripe Water helps digestion during the teething phase.