Dabur India Ltd will be launching a cough-drop version of its successful ‘Honitus’ brand.
Dabur, currently markets Honitus as a cough syrup priced at Rs 39.90 for 100 ml. This extension will mark Dabur’s entry into the large size lozenges segment within the cough and cold category.
The Honitus lozenges will be launched in three flavors – lemon, mentha and ginger – and will be available across the country within the next 15 days. Each cough-drop lozenge will be priced at Re 1 per unit, with the lozenges jar costing Rs 250.
Made from pure honey, Pudina Satva (Mentha Oil), Nilgiri Tail (Eucalyptus Oil) and camphor, Honitus lozenges provide effective relief for sore throat, cough and bad breath.
“We wanted to expand the Honitus franchise in other large and growing segments within the cough and cold category, and lozenges offered a good opportunity for this extension,” said Dilip Bhujbal, Senior GM (Sales and Marketing), Consumer Health Business, Dabur India Ltd. The company expects to double the Honitus franchise within the next one year.
At present, the Rs 130-crore cough lozenges market is witnessing a 5 per cent growth annually. Honitus Cough Syrup is already a frequent purchase in the northern and eastern markets. With the introduction of Honitus lozenges, Dabur is set to create a considerable impact on the southern market, which also happens to be a big market for cough lozenges.
Dabur had acquired the Honitus cough and cold syrup brand from its sister concern, Dabur Pharma, in 2004 with the intention of marketing it as an over-the-counter (OTC) product.