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Dabur in expansion mode, to re-enter skincare segment

14-June-2002
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Dabur in expansion mode, to re-enter skincare segment

Dabur India plans to expand its product portfolio with the launch of five new FMCG products in the current fiscal. This includes a re-entry into the skincare segment, besides introducing product extensions or variants of existing brands in the haircare and digestives segment.

According to sources Dabur India is re-entering the skincare segment with its own brand and not an acquired one in the current fiscal. Three skincare products have been shortlisted for launch in a phased manner in the current fiscal. The first skincare product will be launched in Q3 while the other two will be launched in a phased manner over a period of time. The company had three years back made a foray into herbal cosmetics with a new brand called Samara, which was later phased out.

According industry analysts, the company plans to target less exploited areas within the skincare segment and will avoid the mature and fast-growing segments such as fairness creams and moisturising creams. The company plans to position it as a mass, midscale brand.

Among other new products, Dabur plans to launch in 2002-03 a perfumed hair-oil under a new sub-brand Dabur Himsagar. The product is currently being test-marketed in Bihar.

A Rs 100-crore market, perfumed hair-oil is at the top-end of the overall hair-oil market and is currently the fastest growing segment. At present, there are only two players—Emami’s Navratna and BanPhool—while hair-oil majors like Marico and HLL are conscpicously absent.

With its entry into the segment, Dabur hopes to garner sales worth Rs 20 crore by the next financial year.

Source: Financial Express

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