Dabur India is planning to test the waters in the malted beverages market with its new offering – Chyawan Junior, after the success and popularity of its Chyawanprash brand.
KK Rajesh, Executive V-P, Dabur India, said, “We are first test launching the product in West Bengal and Maharashtra. Our product is primarily targeted at kids aged between 5 to 12 years.”
The market is growing at a rate of 10 to 15 per cent per annum and could well touch the Rs 2000-crore mark by 2010, according to some estimates, he said. “We are looking at a market share of 5 to 7 per cent in the next two-three years. The test-marketing exercise in Maharashtra and West Bengal will continue for six to nine months,” added Rajesh.
The company is also embarking on a 360-degree campaign and the first television commercial will be on air by October 23. It will also conduct sampling exercises in over 100 schools. Creative agency McCann Erickson will develop communications for Chyawan Junior.
The size of malted food drinks market is an estimated Rs 1,600 crore, according to Anand Shah, a FMCG analyst with Angel Broking.
GlaxoSmithKline Consumer Healthcare has a lion’s share of the market, with over 70 per cent shared by its two brands Horlicks and Boost.
Read the full article at Source: Hindustan Times
