Brand Identity and Strategy of Dari Mooch

Dari-Mooch is positioned as Pakistan’s premier men grooming brand that offers a comprehensive range of products that covers beard care, hair care, skin care, trimmers and gift sets.

Pakistan had an untapped market in men's beauty industry. The concept of personal grooming at home was somewhat foreign for men, and in most cases, began and ended with hair salons.

In the beginning, Dari-Mooch positioned itself as a maker of beard and moustache grooming premium products, but achieving the first mover advantage in the industry, and taking advantage of a vacuum in the market, they have recently expanded to offer wide range of men‘s grooming products including shampoo, face wash, deodorants, lip balm, eye balm, face scrubs, men grooming accessories, and so on.

Dari Mooch operates primarily through e-commerce. they have no established retail outlet whatsoever which isn't detriment to their business model as the nature of the product is high in credence.

Perhaps one of the biggest contributor to Dari Mooch's success is its unorthodox approach in digital marketing, that has rewarded its content to go viral numerous times. They understood their target market well, and leveraged that to gain a foothold in the market.

A solid brand strategy, coupled with consistent content in their marketing communication is likely to keep Dari Mooch on the top of the industry.