Dabur has announced that it will soon launch Chyawanprash in new forms such as biscuits and snack bars in order to make the traditional brand more appealing to the young consumers. It is claimed that move of the 130 year old firm to make it future ready.
The Chief Marketing Officer and Executive Director for Consumer Care Business at Dabur, KK Chutani claims that the firm is in plans to update its brand Dabur Chyawanprash that is over its half a century old. Few other brands such as Pudin Hara and Hajmola digestive candy are also slated to be revived.
The biscuit industry inIndiais dominated by Britannia and Parle and it is valued over Rs 10,000 crore. However, the snack bars category has still not managed to pick up in the country and hence, there is a possibility for Dabur to strike the demand in the segment.
The Rs 550 crore Chyawanprash brand has a market share of 65 percent and it is followed by Emami. The category has been witnessing a growth of 10 percent to 12 percent per year, but its sticky brown appearance is believed to create a non-contemporary feel to the brand.
Both Dabur and Emami have been striving to provide more appealing products to consumers. Also, the Chyawanprash gained more traction and big names in the entertainment and sports industry including MS Dhoni, Madhuri Dixit and Shah Rukh Khan have endorsed the brand. For now, Madhuri Dixit is the face of Dabur Chyawanprash, but the firm has roped in Anil Kapoor to promote a soon to be launched premium variant that is claimed to boost the stamina and vitality of the users.
Chyawanprash is used inIndiafor health and well being. It is a herbal tonic that is prepare according to ancient Ayurvedic formula and hence, it contains herbs that are believed to have potent immune booster and energizing ability. The brand is claimed to promote the longevity and act as an anti-aging tonic.
