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A dot-brand so unloved they killed it twice

Kevin Murphy, June 25, 2024, Domain Registries

Indian consumer goods firm Dabur has told ICANN to turn off its dot-brand for the second time, having had second thoughts a few years ago.

The company, which mainly sells Ayurvedic alternative medicine products, had originally asked for its registry contract for .dabur to be terminated in 2021, but changed its mind shortly before ICANN actually pulled the trigger.

As I noted at the time, dabur.com popped up a prominent fraud warning when people visit the site, urging people to only trust dabur.com to source its products.

There was a dot-brand business case right there, but evidently Dabur couldn’t find it. The fraud pop-up still appears today, three years later.

The gTLD did have a few registered domains, but my records show no zone file activity since 2017.

This company had every reason to want a dot-brand, but just killed it off

Kevin Murphy, July 30, 2021, Domain Registries

The latest dot-brand to terminate its new gTLD registry contract with ICANN could have been a case study in why dot-brands are a good idea.

Dabur India is 137 years old and makes over a billion dollars a year selling consumer goods — mainly cosmetics and personal care products, but also shady-looking Ayurvedic alternative medicines and supplements — in its home country and beyond, and it had experimented with using its .dabur gTLD over the last six years.

But it’s no longer interested, telling ICANN recently that it wants its Registry Agreement torn up, which ICANN has agreed to.

That’s despite the fact that Dabur appears to be suffering from exactly the kind of problem that dot-brands were supposed to help mitigate.

If you visit its web site at dabur.com today, you’ll be immediately presented with a very prominent pop-up warning you about scammers exploiting the Dabur trademark to grift money out of people who think they’re signing up to be official distributors.

The notice is lengthy but in part reads:

DABUR is only dealing with trade through www.dabur.com and any person claiming themselves to be taking order for the supply of DABUR products via phone/online may be cheating with you. DABUR shall not be responsible for any order placed other than on our official website www.dabur.com

One of the biggest selling points for the dot-brand concept is that customers can be taught to distrust any solicitation purporting to be legit if it does not originate from a domain in the relevant dot-brand.

If the notice on dabur.com is any guide, turns out you can do the same thing with a .com domain.

Dabur had briefly experimented with its gTLD not long after it was delegated. Current zone files show half a dozen .dabur names, but only two seem to resolve or show up in search engines. One redirects to the .com site.

Ironically, the other is doctor.dabur, in which Dabur solicits doctors to sign up to push its Ayurvedic products. Ayurveda is a form of medical quackery popular in South Asia.

Added to the recent self-termination of QVC’s .qvc, the total number of dot-brands to lose their registry contracts is now 91.