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The Ayurveda major is riding its health credentials while also relying on the health aspect of ghee to differentiate in the highly fragmented market.
What does Dabur have to do with dairy? Very little, apart from the fact that the top Ayurveda player has just launched ghee. It is the second most consumed dairy product in India, only after milk. Dabur’s newly-launched cow ghee marks the brand’s entry in India’s dairy segment, treading into Amul territory.
Ghee in India is as old as Hindu mythology. It is popularly believed that the creator God ‘Prajapati’ first created ghee by rubbing his hands. However, Indians have been making their own ghee since much before dairy brands turned ghee into a CPG (consumer packaged good), and they still do. ....

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