Dabur India Enters Ready-to-Drink Beverage Segment

Published By : 27 Jul 2015 | Published By : QYRESEARCH

Dabur India Ltd on Monday announced its foray into the ready to drink beverages segment with Hajmola Yoodley. Dabur is set to launch the drink with novel ‘chatpata’ Indian flavors. 

The new Hajmola Yoodley will be available in the market with six flavor variants: Nimboora Shikanji, Awaara Aam Panna, Jhakaas Jaljeera, Go Goa Guava, Kabhi Kala Kabhi Khatta, and Golmaal Golgappa.

These ready to drink non-alcoholic beverages will be available in packs of 250 ml, with price of INR 30. The company has claimed that Hajmola Yoodley comes in stimulating and extremely colorful packaging.

The brand Hajmola was first introduced in the Indian market as a digestive tablet back in the 1970s. It was later extended into the candy market, said Mr Sanjay Singal, marketing head – foods at Dabur India Ltd. 

Mr Sanjay Singal continued that in the previous year, the brand strengthened its presence in the confectionery shelf in the Indian market with the introduction of Hajmola Chuzkara. Dabur has been focused on innovation as a medium to strive for strong growth and this is evident from its latest launch of Hajmola Yoodley. The product is estimated to stand out in the ready to drink beverages segment with its bold communication and amazing taste. 

The company has assured that Hajmola Yoodley will have the same unique ‘chatpata’ taste that consumers love about Hajmola. 

The company is looking to launch a new 360 degree campaign, which includes outdoor, print, and digital media, in order to communicate the latest introduction. Dabur will be undertaking both below the line as well as above the line activities to help promote the latest brand. A host of activities have been lined up for the launch including aggressive in-market merchandizing and promotions in offices and colleges.

Krishan Kumar Chutani, executive director of Dabur India Consumer Care Business, said that the plans to launch the new drink are in response to the growing demand for functional beverages over carbonated and sugary drinks. 
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