FMCG company Dabur India Limited has announced the extension of its popular brand Hajmola into the pure confectionery space with the launch of Hajmola Chuzkara, a first-of-its-kind semi-liquid candy with a khatta-meetha taste. The new brand Hajmola Chuzkara will be rolled out nationwide this month. The launch also marks the introduction of a brand new format in the confectionery market in India.
Announcing the launch, Ajay Parihar, Category Head – Digestives, Dabur India, said: “Hajmola Chuzkara comes with a unique Khatta Meetha taste experience that is distinct from the typical confectioneries that are present in the market today. Hajmola Chuzkara is the latest example of Dabur’s continued focus on innovation to drive strong growth. The product, with its amazing taste and bold communication, would stand out in the confectionery category.”
Priced at rupees two per sachet, Hajmola Chuzkara is a first of its kind product in India. A new campaign, encompassing television, print and digital, would soon be launched for the new product.
Hajmola is available in tablets and candies. It enjoys over 50 percent share of the branded digestive tablets market in India. According to the company officials, over 2.4 crore Hajmola tablets are consumed in India daily.
Dabur India’s FMCG portfolio includes five flagship brands, namely, Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Réal for fruit-based beverages, and Fem for fairness bleaches and skin care.