Said Dabur India head - hair oil category Ajay Motwani, "The rural Indian woman is changing and so are her aspirations and beauty needs. In order to meet these evolving needs, ‘Dabur Amla Hair Oil‘ has undergone a facelift that makes the brand more youthful, contemporary and in sync with today‘s consumer."

The new look with its brand ambassador, Rani Mukerji, on the front label infuses a youthful appeal.

To further deepen the brand‘s penetration in rural pockets, Dabur India has rolled out low-priced packs of the hair oil. While the sachet is priced at Re 1, the 25 ml pack is priced at Rs 10.

Additionally, the company has also expanded its consumer initiative by rolling out a rural beauty pageant. Christened Dabur Amla ‘Banke Dikhao Rani‘, the contest will run across 52 districts in three states including Uttar Pradesh, Madhya Pradesh and Bihar covering 2,000 villages.

Added Motwani, "Dabur Amla Hair Oil has always been associated with beauty and has been known as the key behind strong, long and beautiful hair. We are now taking Dabur Amla‘s association with beauty a step further with this rural beauty pageant that also seeks to empower women in rural India."

The contest would be judged by local elders, panchayat and women opinion leaders of each village.