Dabur to launch its Hajmola Yoodley drink
Dabur, the Indian FMCG major is planning a cross-over of its popular Hajmola brand to the flavoured beverage category. Hajmola Yoodley, the new drink will be launched in 6 flavours, and will directly challenge Hector Beverages' Paper Boat. The ethnic flavoured beverage market is currently estimated to be Rs 150 crore in size and growing; it is this market that Hajmola aims to conquer.
Dabur (Dabur India Ltd.) is India's largest ayurvedic products and medicines manufacturer based in Ghaziabad. The company began in 1884, to 'produce and dispense' Ayurvedic medicines. Dabur was founded by Dr. SK Burman, who was a physician from Bengal; he developed ayurvedic medication for diseases such as cholera and malaria. The Dabur name was arrived at from the Devanagri interpretation of 'Daktar Burman'.
Dabur has always had a star studded team of brand ambassadors with the likes of Amitabh Bachchan, Virender Sehwag, Rani Mukherjee, Nikita Anand, Mandira Bedi and Ajay Devgn.
In April 2008, German medic company Fresenius Kabi announced the take-over of 73.3 % of Dabur's share capital for the price of Rs 76.50 per share, paid in cash. On 11 August 2008, it acquired another 17.6 % shareholding at the same price in a public offering. This led to its successful acquisition of India's largest ayurvedic products company Dabur Pharma Ltd.
Dabur India CEO Sunil Duggal said that the company and its subsidiaries had crossed the $1 billion turnover (2011-12 fiscal). The company revived itself in the 2nd half of the year with new product launches and a host of new consumer initiatives. Its new launches included Dabur Almond Hair Oil, Fem Professional Facial Kits and Fem Body Bleach. Its shares also got 2.02% boost.
Dabur's net profit in India grew 21% from Rs 235.3 crore in last fiscal to Rs 284.8 crore for the January-March quarter. The FMCG major's total income leaped 10.2% to Rs 1944.8 crore in contrast to the Rs 1764 crore of a year before. Dabur said that consumer demand in India was recovering which led to growth in categories like foods, health supplements etc.
Hajmola announced that in a day over 2.6 crore Hajmola tablets are consumed in India and makes for 60% of its revenue. Its other brands were Hajmola candy, Hajmola mast masala, Hajmola anardana, and Hajmola yumstick.
