As a part of our ongoing series of special interviews, we spoke to Dinesh Agrawal, the new business head of Dhara, about the brand’s COVID-19 experiences.
Dhara, one of the oldest edible oil brands in India, is a household name across the length and breadth of the country. With a penetration so deep, Dhara makes the case for discussion when it comes to distribution.
We interviewed Dinesh Agrawal, the new business head of Dhara, about the brand’s experiences during the COVID-19 crisis. Agrawal was the former COO of Dhara Division at Mother Dairy. The position of business head was, until recently, held by Sanjeev Giri.
Edited excerpts:
"We are more extensively planning to increase our distribution in smaller towns"
"With the mass migration from metro/big cities, we expect an increase in consumption of packed oil in smaller town"
"Overall offline media spends too will be executed as planned"
"Consumers have changed the way they perceive brands as important or not so important to them"
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