Business Daily from THE HINDU group of publications
Wednesday, Jun 13, 2007
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Business Daily from THE HINDU group of publications Wednesday, Jun 13, 2007 ePaper |
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Marketing
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Strategy
Our Bureau
The total domestic soap market is around Rs 4,500 crore and is currently growing at 15 per cent.
New Delhi June 12 Dabur India Ltd, the Rs 2,234-crore FMCG major, plans to become a dominant player in the domestic soaps category by increasing focus on its soaps portfolio with a two-pronged strategy. "The soaps portfolio will now grow through two directions. One, the Vatika soap brand, which was launched two years ago and has two variants; and second, to launch more soaps under the Dabur brand, which will have a very different profile — they wouldn't be cosmetic beauty soaps, but would have a core ayurvedic heritage, built on the health platform, where the Dabur equity is," said Mr Sunil Duggal, CEO, Dabur India Ltd, at an analysts meet recently. The Vatika soap brand, which has the Honey & Saffron and Sandal & Saffron variants, is being expanded with the introduction of a new summer special variant, the Orange Peel & Saffron soap, which would hit the stands soon. "The initiative for the Vatika brand is to build-up scale into the portfolio through variant additions and distribution expansion. We already have three variants under the Vatika brand. "In fact, with Vatika, we are in the comparatively smaller domestic herbal soaps segment that will require a variant strategy to build novelty and excitement. We are looking at a substantial growth in the Vatika franchise with soaps," Mr Duggal told the analysts. Dabur India, which launched the Vatika range of soaps in 2005, touched the Rs 16-crore revenue mark in the first year of production and the company's soaps portfolio is currently worth Rs 20 crore. The total domestic soap market is around Rs 4,500 crore, and is currently growing at 15 per cent. On its plans to launch an ayurvedic range of soaps under the Dabur brand, Mr Duggal said, "We believe it is a very exciting initiative, which can yield very good results if we play our cards right. "The Dabur equity floats very smoothly into ayurvedic soap, making that a huge strategic advantage point for us. In fact, the whole customer experience today is moving towards ayurveda and health. So I personally believe that this particular initiative will emerge stronger of our two strategies." The ayurvedic soaps are slated to hit the stands by the second quarter of 2007-08.
More Stories on : Strategy | Dabur India Ltd | Soaps & Detergents
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