After a foray into the mass market, Dabur Foods Limited (DFL) is now eyeing at the institutional segment. The company is planning to begin with fruit and tomato based products to be aggressively marketed under the brand name, ‘Natures’ Best’.
Sharing DFL’s plans for the institutional segment, Sanjay Sharma, Head – Marketing, DFL, informed, hotels, airlines, restaurants, caterers and hospitals across the country would be the main target. The first product to be rolled out from the kitty would be Nature’s Best Tomato Ketchup – available in one-kg pack priced at Rs 60. Corn flour would be launched shortly in this range. More tomato-based and fruit-based products would join the basket very soon. “Products from the Homemade range will also be shortly included under the Nature’s Best umbrella. We will market the products through a strong network of agents and there will be no advertising for this,” he said.
As far as upgrading the present infrastructure to meet the market demands of the institutional segment was concerned, Sharma said, the manufacturing unit in Nepal was upgraded recently for the task. He also didn’t rule out the possibility of engaging a third party in the process. Dwelling on the competition with existing players like HLL, Nestle and Heinz, he mentioned that the DFL range of products would be competitively priced.
However, the Rs 85-crore FMCG major is targeting an annual turnover of Rs 120 crore this fiscal. “The total institutional segment market is Rs 27,000 crore in the country and we are targeting 25 per cent contribution to our annual turnover from this segment. In the coming three years the share is likely to grow to 30 per cent,” Sharma said.