After lending his magic touch to many brands, Amitabh Bachchan has now cast his spell on the Rs 250-crore chyawanprash category by rejuvenating the segment which has been witnessing a flat growth in recent years.
With the Big B taking up cudgels for Dabur Chyawanprash, not only has he revitalised the stagnant category he has also reaped benefits for the brand whose growth had come to a virtual halt in recent times.
According to the ORG-Marg retail audit data for the period ended November 2003, the category which was showing a negative growth till October 2003 has for the first time turned around to show positive trend: the category has recorded a growth of 3.8 per cent in November 2003, up from -18.7 per cent recorded during October 2003.
For the Dabur Chyawanprash brand specifically, results are quite heartening: the country’s largest manufacturer of chyawanprash has gained from 62.4 per cent in October 2003 to 66.8 per cent in November 2003.
Besides Dabur, the other brand which seems to have gained is Himalaya whose market share has gone up from 1.9 per cent to 2.2 per cent, perhaps at the cost of Zandu and Baidyanath whose market shares are down from 7.8 per cent and 11.2 per cent to 6.9 and 9 per cent, respectively.
Industry analysts, however, say that while the trend is encouraging, it’s too early to say if it will last long. “Chyawanprash sales go up during winters. The growth now needs to be sustained,” says an industry analyst.
Dabur has so far aired three TV commercials with Mr Bachchan for chyawanprash that has been conceptualised by McCann Advertising. Two more are expected to be launched during the current season as part of the Rs 10-crore campaign.
Even though Dabur has been holding on to its market leader position, it has not registered any remarkable growth in recent years. The brand has also been threatened by new players like Himalaya.