The Hindu Business Line : Dabur to sharpen focus on South

RISING disposable income levels, the retail boom, and proliferation of media in the four Southern States have led FMCG major Dabur India to sharpen its focus in the region. Said Mr Sunil Duggal, Chief Executive Officer, Dabur India Ltd, "We have decided to focus aggressively on the four Southern States. The South contributes to eight per cent of our overall turnover. The company is trying to correct this imbalance, considering that these States account for about 25 per cent of overall national-level FMCG consumption." Dabur India has projected increasing the Southern region's contribution to 15 per cent of its turnover by end-2006.

While stating that the company so far has not addressed the Southern region adequately, Mr Duggal said Dabur India was looking at pumping in investments specifically to cater to these four markets. The proposed initiatives include introducing variants of existing products to cater specifically to the Southern consumer, modifying existing products to suit specific consumer requirements for which market research is under way, setting up an independent marketing team for the region and beefing up its sales team.

Among Dabur's personal care and health-care brands that will be pushed aggressively in the South are Amla hair oil, hair-care brand Vatika, Chyawanprash and honey, Mr Duggal indicated. In addition, proposed launches could include a variant of Chyawanprash to suit warmer climates, and region-specific variants of Vatika shampoo and hair-oil.

The company recently merged its personal care products and health-care products divisions with its consumer care division.

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