‘We grow with you’: Dabur CEO backs distributors amid quick commerce boom, vows inclusive growth

In a reaffirmation of its long-standing support to traditional trade partners, Dabur India Ltd, one of India’s leading Ayurvedic and natural FMCG companies, has highlighted the critical role of its general trade stockists during a key meeting with the All-India Consumer Products Distributors Federation (AICPDF) in Mumbai. The interaction comes at a time when new-age channels such as e-commerce, modern trade, and quick commerce are rapidly gaining share in FMCG distribution.

Addressing stockists at the meeting, Dabur CEO Mohit Malhotra said, “Our General Trade stockist partners are not just channels of distribution, they are our growth partners, our frontline ambassadors, and the reason brand Dabur reaches every corner of India. Their entrepreneurial spirit, agility, and deep market understanding have helped us navigate challenges and seize opportunities across decades.”

The meeting follows heightened concerns among distributors about the rising influence of online and modern retail channels. In March, the AICPDF had written an open letter to FMCG companies urging them to ensure fair play and a level playing field for general trade. The letter flagged the “systematic undermining” of traditional distributors by what it called “deep discounting and predatory pricing practices,” which, according to the Federation, distort market parity and threaten the viability of general trade.

While Dabur acknowledged the shift in consumer buying patterns, it reiterated that general trade continues to be the backbone of its distribution ecosystem. The company’s revenue has grown from ₹9,546.60 crore in FY21 to ₹12,563.09 crore in FY25, with net profits ranging between ₹1,695.96 crore in FY21 to ₹1,739.87 crore in FY25. A large share of this growth continues to be driven by its traditional retail partners.

That said, newer channels are expanding fast. In FY25, e-commerce, modern trade, and quick commerce together contributed 24% to Dabur’s business. While quick commerce still accounts for a modest 2–7% of total sales, it is growing rapidly, driven by discount-seeking urban consumers and the promise of instant delivery.

Malhotra acknowledged this shifting landscape, saying Dabur’s refreshed strategic vision aims to strike a balance between “stability and disruption, scale and agility, and heritage and modernity.” The company recently laid out a roadmap to achieve sustainable double-digit CAGR in both topline and bottomline by FY2027–28. “Our renewed strategy is designed to harness the strength of our core while unlocking future-ready engines of value creation,” he said.

He assured the general trade community that Dabur’s future growth will be inclusive of its stockist partners. “As we roll out our new vision strategy, we intend to work with these partners to not only tap the emerging opportunities but also ensuring that their RoI is protected and enhanced.”

To that end, Dabur is also investing in tools and programmes to empower its stockist network. This includes predictive analytics for better demand planning, simplified onboarding processes, and streamlined claims settlement systems. “These initiatives are designed to make doing business with Dabur easier, faster, and more rewarding,” Malhotra said while adding, “As we look to the future, our message is simple: we are with you, we value you, and we grow with you.”