Content on this page requires a newer version of Adobe Flash Player.

Get Adobe Flash player

Dabur Foods to increase focus on institutional sales

Dabur Foods to increase focus on institutional sales

Author | Source: Business Line | Monday, Oct 30,2006 8:20 AM

A+
AA
A-
Dabur Foods to increase focus on institutional sales

Launches 4 new products, plans 7 more

The company is also trying to increase its share in the culinary segment of the food services sector.

Dabur Foods Ltd, the foods and beverage arm of FMCG major Dabur India Ltd, in an effort to increase its focus on the food services market has recently launched four new products catering specifically to institutional channels.

"We have recently launched four new products — pineapple slices, peach and pear halves and litchi wholes — to cater to institutional channels such as hospitals, hotels, airlines, restaurants and caterers," Mr Amit Burman, CEO, Dabur Foods Ltd, said. The four products, priced at Rs 70-Rs 100 for an 850 gm tin, have been launched under Dabur's Nature Best brand that exclusively caters to the food services sector. The company already sells tomato ketchup, cornflour and Alphonso mango pulp to institutions under the Nature's Best brand name.

"We plan to launch a total of 11 products by March 2007 for the purpose of institutional sales as part of our increased focus in the food services sector. Out of the seven more new products envisaged, five will be launched by December 2006," said Mr Burman. The company is looking at developing its product portfolio by foraying into products such as tomato-based dressings for snacks, other sauces and dips. The company already caters to Jet Airways, Kingfisher Airlines, the India Hotels Company and the Oberoi group of hotels and resorts, amongst others.

"The market for institutional sales of beverages is about Rs 110 crore, where we already have about 50 per cent market share through the sales of our juice brand Real," said Mr Burman.

The company is also trying to increase its share in the culinary segment of the food services sector, consisting of fruits and vegetables, the market size of which is about Rs 600 crore. "We have just started off in the culinary segment, and with the launch of the four new products in the segment and the addition of a few more, we plan to achieve sales worth Rs 4 crore - Rs 5 crore in the first year itself," he added.

Creating awareness

Dabur Foods also has innovative methods of creating awareness of its products in the institutional channels. "We perceive our foods services business more as a solutions provider to chefs and bartenders," Mr Burman said. The company regularly conducts training programmes and competitions, educating chefs and bartenders of its products through brochures, recipe leaflets and bartending competitions.

On the export front in the food services sector, the company which had clocked a turnover of Rs 15 crore in 2005-06, is aiming at clocking Rs 30 crore in 2006-07.

Tags: e4m

Write A Comment