Dabur India Limited on Tuesday announced its entry in the personal wash segment with the national launch of its new Vatika - Honey & Saffron Soap. This launch marks Dabur's entry into the Rs 4700 crore Indian soap market.
Vatika is one of the five master brands of Dabur India with a turnover of over Rs 100 crore. This brand currently has products in the Hair Oil, Shampoo and Skin care categories.
“Soaps segment is amongst the biggest FMCG category in India with 98 per cent of urban and 88 per cent of rural Indians using soap for bathing. Amongst these, the beauty and skin care sub-category ranks the largest and comprises almost 50 per cent of the total soap market. “Vatika - Honey & Saffron soap will be positioned as a natural offering to the consumer who is looking for good looking beautiful skin ”, said D Garg, VP (marketing), Dabur India Ltd.
The 100 gm Vatika Honey & Saffron soap is priced at Rs 13 in comparison to other beauty soaps that are priced between Rs 6 to Rs 25.
The company has signed Isha Sharvani, the lead actress of “Kisna”, to star in the commercials of Vatika Honey & Saffron soap.
“She was chosen because we felt she was a promising and talented young actress who fits well with the benefit of Natural Glowing Skin”, he further added.