Dabur India announced its entry into the milk beverages industry with the launch of its product Chyawan Junior. The product is aimed at tapping the Rs 1,500 crore milk beverage market in India which is growing at 15%.
The product is based on the ayurvedic formulation Chyawanprash along with a chocolate flavour. The advertising campaign for Dabur Chyawan Junior has been developed with mothers as the target audience.
"We have tried to develop a product that overcomes the taste barrier faced by Chyawanprash. It satisfies the requirement of mothers to give nutrition to kids and the kids' demand to have something tasty," K K Rajesh, exec VP, Dabur India, said.
The advertisement with the tag line 'Apun Ka Style', represents the relevance of Chyawan Junior in a kid's day-to-day life. The product has been endorsed by Bollywood legend Amitabh Bachchan.
Chyawanprash is one of the flagship brands of Dabur. The new product is a part of Dabur's initiatives to expand the Chyawanprash category. The Rs 2,000 crore Dabur India also has presence in personal care products, healthcare, digestives and fruit based drinks.