Home Retail Dabur to expand its brand and product portfolio

    Dabur to expand its brand and product portfolio

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    Dabur is in process to diversify its product portfolio with the flurry of launches in the skin care, hair care and beauty segment. According to official sources, is working to expand its skin care range for women with the launch of new brand that will offer premium range products such as body lotion, anti-ageing cream, face packs and sunscreen lotions among others. The company will directly compete with players such as L’oreal and others.

    Dabur changes subsidiary name to Dabur South Africa
    On July 14, 2016, Dabur International, a wholly-owned subsidiary of Dabur had completely acquired Discaria Trading, a firm engaged in manufacturing and trading of cosmetics, for an undisclosed amount

    The products would be retailed through modern supermarket chains and leading beauty stores. The pricing of the products will be competent with the existing players in the category.

    The USP of Dabur’s premium skin care range will be that the products offered under the new brand will be 100 percent natural and based on ayruvedic formulation developed in the company’s R&D labs.

    Going by the increasing demands from high-end customers for natural skin care products the company is optimistic about creating a distinct space for its brand in the category.

    Sources shared that company will employ extensive ATL (Above-the-Line) and BTL (Below-the-Line) activities for endorsing the new skin care brand for women and will soon be signing a brand ambassador for the same.

    Besides the skin care range for women, Dabur India also has plans to tap the men’s grooming segment, however the details of the same would be revealed later.

    Meanwhile, the company is in the process of completing the acquisition of Ltd by mid June. After the acquisition Dabur will market Fem bleaches, which are already available in the market and will be launching new hair removal products under Fem brand umbrella, informed sources.

    The company is currently test marketing two new products – Dabur Amla Flower Magic and Enriched Almond hair oil, marking Dabur India’s foray into lite hair oil market. Amla Flower Magic is being test marketed in Punjab and Enriched Almond in Maharashtra and these products will be launched nationally in the next quarter.

    — Juhi Sharma