The Hindu Business Line : Dabur Consumer Health to expand product basket

Dabur India's consumer healthcare division (CHD) is in the process of implementing an aggressive strategy in order to expand its product portfolio over the next two years.

"We are planning to launch several variations in the classical and branded ethical category of ayurveda- based medicinal formulations along with introducing four-five new ayurvedic formulations within the next two years," said Mr Nitin Ghadiyar, Executive Director, Dabur Consumer Health.

More launches

In the classical category, where medicinal formulations including ras ashwadis and churanas exist, 14 more products will be launched. While in the branded ethical segment, which consists of prescribed medicines such as Dabur Mensta and the newly launched Dabur Rumatil, four major products will be launched. Besides introducing new variations, the company is also looking to change the packaging of its products as well as implementing an aggressive marketing strategy to further spruce up growth of its CHD business, which is already growing at 38.5 per cent per annum.

"In terms of packaging, we have introduced Dabur Honitus lozenges in a pouch pack of 10 tablets for Rs 10. We are also changing the packaging of certain products that are doing well in the southern market as part of our special focus on the region," said Mr Ghadiyar.

On the marketing front, Dabur's CHD is planning to reach out to the consumers through novel methods. "We plan to reach out to our consumers through not only the conventional methods of television and print advertisements but we also plan to do a lot of outdoor activities that will include stockists, doctors and the consumer himself," Mr Ghadiyar pointed out.

As part of its strategy, the company plans to add 300 more Ayurvedic centres to the existing 250.

"The idea is to show a contemporary, modern face of the grantha -based traditional ayurveda," he added.

Product performance

On the performance of the ayurvedic products market, Mr Ghadiyar said that in the domestic scenario, the western and southern regions were the strongest ayurveda markets while States such as Maharashtra, Kerala and Karnataka were the fastest growing. Mr Ghadiyar added that ayurveda in the overseas markets was still a growing phenomena.

"Demand for herbal, plant-based medicinal and consumer care products has been on the rise in international markets like the USA and the UK."

Dabur's CHD business clocked a turnover of Rs 140 crore in 2005-06 and is expected to cross the Rs 200 crore mark within two years.

Brands expansion

Meanwhile, Dabur's consumer care division will focus on the expansion of two major brands — Vatika and Gulabari.

ccording to Mr V. Sitaram, Executive Director, Dabur Consumer Care, a number of variants will also be introduced under the Vatika brand name, the first being the introduction of the Vatika Sandal and Saffron soap within the next couple of months. The brand will also see new skincare products such as facial cleansers being added to its portfolio within the next six months' time.

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