KOLKATA: Domestic FMCG major Dabur India, which has identified the consumer health care segment as a prime growth driver, is soon going to rejig its product portfolio. The company has decided to focus on over-the-counter (OTC) products for lifestyle problems, as part of its plans to make Ayurveda contemporary for modern day consumers.
For starters, Dabur has identified gastro intestine, stress, rejuvenation and pain as areas for future product roll-out. The company’s research arm—Dabur Research Foundation—is already working on developing multiple products for these segments. As part of its strategy, it plans to develop a portfolio of at least 7-8 lifestyle products by year-end.
“Our internal research suggested there are no natural or Ayurvedic products for the burgeoning lifestyle diseases. Hence, we have decided to focus on OTC products for such problems. As a result, we expect to increase the contribution of OTC segment to consumer health care division’s (CHD) Rs 155-crore turnover from 60% to 80% in two years,” Dabur India executive director (CHD) Depend Gang told ET.In line with this, the company is in the process of rolling out three new products—Bhringraj Ayurvedic Tel (a hair fall control oil), Super Thanda Tel (a cooling oil) and Dabur Active Blood Purifier. Dabur India also intends to launch above-the-line campaigns for these new products with their newly-appointed brand ambassador Juhi Chawla.
Dabur has just completed a packaging revamp of its existing OTC range and now plans to do so for the ethical products, which are promoted through Ayurvedic practitioners.
“The new packaging will try to make Ayurveda more contemporary for today’s consumers. The packaging up gradation is already complete for half of the OTC range,” said Mr. Garg.