Dhara SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 3824

SWOT Analysis of Dhara with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Mother Dairy


Cooking Oil


Food & Beverages

Tagline/ Slogan

Anokhi shudhta aanokha asar; Dhara Dhara shudhh Dhara


First branded packaged oil in India, trusted for its purity and quality

Dhara STP


People who use oil for cooking

Target Group

Middle and upper middle class households


An affordable oil brand known for its quality, freshness and purity

Dhara SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Dhara. Strengths are:

1.India’s first branded packaged oil
2. Strong brand name
3. Strong distribution network
4. Effective tamper proof tetra packaging

5.Good quality, pure oil at affordable prices

6.Strong parent brand of Mother dairy

7.Procurement of oil seeds from Indian farmers


Here are the weaknesses of Dhara :

1.Lacks in marketing and advertising of the products
2.Strong competition from various brands
3.Lower market share as compared to a lot of brands


Following are the Opportunities of Dhara :

1.Innovation in marketing of the product
2.Advertise on various platforms like T.V., internet, print, out of home, etc.
3.Promote itself as a healthy brand

4.Product line extension


The threats of Dhara are as mentioned :

1.Strong competition
2.People reducing the use of oil due to health reasons
3.Further decline of the brand and the market share

Dhara Competition


Below are the 5 main Dhara competitors :





The brandguide table above concludes the Dhara SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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