New Dot-Brand Domain Strategy Emerges

In recent developments, another dot-brand top-level domain (TLD) owner, Dabur, has decided to discontinue its .dabur domain name. Dabur, known for its Ayurveda products, had previously attempted to terminate the domain in 2021 but retracted the decision. The company barely utilized the .dabur domain, much like many other brands among the 150 that have already canceled their dot-brands after securing them.

While some companies, such as Fox, have effectively utilized their dot-brand domains, the overall usage has been disappointing. The initial round of applications in 2012 saw many brands applying for defensive reasons, aiming to prevent cybersquatting despite existing safeguards.

Looking ahead, expectations are that the next round of applicants will come prepared with specific plans for using their dot-brand domains, moving beyond defensive strategies. This shift could potentially lead to more active use of dot-brand sites on the internet in the coming years.