The Hindu Business Line : Dabur devises new formula for healthcare biz

Dabur India is formulating a new strategy for its brand - Honitus. It is stepping up its focus on consumer healthcare division (CHD) business and has charted out a strategy wherein it is looking to double the base of its cough and cold brand Honitus, apart from rolling out new products. The company is reviewing its focus on its CHD business based on the 37.8 per cent growth that the division recorded in the previous fiscal.

"We want to make Honitus a Rs 15-crore brand in the next couple of years," Mr Nitin Ghadiyar Executive Director, Dabur India Ltd said. Currently, the brand commands a market share of 14 per cent, according to industry estimates.

Identifies focus areas

Further, Dabur has also identified focus areas for its CHD business in Maharashtra, Gujarat, Karnataka and Kerala and is launching `state-specific' marketing initiatives. For instance, in Kerala, the company is looking to promote its ayurvedic products in Malayalam, and has also customised the packaging in Malayalam to appeal the local consumers. "The markets we have identified have been traditionally strong in the use-age of ayurvedic products and we see a huge potential in these markets," Mr Ghadiyar said.

Dabur would also be focussing on the `services' sector through its `Dabur Ayurvedic Centres' where doctors provide free consultation to patients. "We would be expanding our centres network from the current 180 to around 650 in the next six months. Further, we would also be opening more health camps (around 3500 in the next quarter) to popularise the modern ayurveda formats," Mr Ghadiyar said.

The company is also rolling out new products in the medicated hair and skin care category.

More Stories on : Brands | Healthcare Products | Health | Dabur India Ltd

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
AVT Natural to invest $3 million in China

Dabur devises new formula for healthcare biz