All roads lead to Ayodhya, and FMCG firms are ready to go

livemint.com:

Dabur India is ramping up distribution of its products in the city expecting a surge in demand for daily essentials. The company is also investing in marketing activities on-ground such as setting up of experience zones in the city for its brands like Real juices, Dabur Amla hair oil and Dabur Vedic Tea, said Mohit Malhotra, CEO, Dabur India Ltd. Dabur has tied up with dhabas and eateries on the Lucknow, Gorakhpur and Varanasi highways leading up to Ayodhya.

Dabur is branding these dhabas with key brands like Hajmola and Real, besides undertaking extensive sampling of its product range here, said a company spokesperson. Beverage maker Coca-Cola and its bottling partners in the state, is increasing the availability of vending machines in the area and working with retailers to stock up its low unit packs. Nearly 50 reverse vending machines have been placed in the city with additional infrastructure support to ensure 24X7 service to retailers.

The focus is also on having an affordable range of ₹10 and ₹20 beverages, said a spokesperson. Local kiranas in the city are stocking up puja samagri including cotton wicks, ghee and oil, diya, camphor, rice and wheat, honey among other things before January 22. Kirana owners are also stocking up packed sweets and chocolates, with 15% retailers anticipating increased sales during the auspicious occasion.

The third-most stocked product at kirana stores in Ayodhya are chips and namkeenss, according to a survey by Kirana Club, a community of kirana owners. Cold drinks and water as well as personal care products such as hair oil and soaps are some of the other categories being stocked up by local stores in the city as well. Reliance Consumer Products, the fast moving consumer products