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Dabur enters malted food drink market with Chyawan Junior

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Dabur India Limited, the pioneer and undisputed leader in the chyawanprash category, announced its entry in the malted food drink (MFD) market with the launch of Chyawan Junior.

“Dabur is putting in a concerted effort at expanding the Chyawanprash category by introducing new and innovative variants. Dabur’s entry into the MFD segment, with Dabur Chyawan Junior, is yet another step in this direction. The launch of Dabur Chyawan Junior reiterates our commitment to the consumers by providing them a wider choice,” said KK Rajesh, executive vice president, Dabur India Ltd.

“Dabur, with its new Chyawan Junior, has entered the milk beverages industry, which is valued at Rs 1,500 crore. This segment is expected to grow at 15 per cent in 2007-08, and the launch of Chyawan Junior will help Dabur establish a prominent position in the market.” Chyawanprash brand has been valued at Rs 175 crore, with Dabur enjoying two-thirds share in the segment.

“We plan to invest heavily on the malted food drink category and will soon come out with more flavours,” KK Chutani, GM, Dabur India, told Indiaretailing. He added that the company plans to be present in all health product categories in the next couple of years with an all-season product positioning.

“Our Uttaranchal plant, which has been meeting domestic and export demands, has been beefed up to produce the new ayurvedic product. After test launch in Maharastra and West Bengal this month, Dabur plans to introduce it nationally next year. We expect nearly 20 per cent volume growth in this category in another year or so,” Chutani elaborated.

Actor Amitabh Bachchan is endorsing Dabur Chyawan Junior. The advertising campaign has been developed with mothers as target audience.The advertisement with the tag line ‘Apun Ka Style’ represents the relevance of Chyawan Junior in a kid’s day-to-day life.

Chyawan Junior offers the essential goodness of Chyawanprash, but with a chocolate flavour to appeal more to children. It comes in a granular form and contains vital herbal ingredients.

The Rs 2,000 crore Dabur India also has presence in personal care products, healthcare, digestives and fruit-based drinks.

– Mumbai Bureau, and Vishnu Rageev R, Bangalore Bureau

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