The Hindu Business Line : Dabur entering malted food drinks segment

Test-launching the new brand in Maharashtra and West Bengal initially, Dabur will pit Chyawan Junior against established brands such as Bournvita, Horlicks and Complan in the malted category segment.

New variants

At a press conference, Mr K. K. Rajesh, Executive Vice-President, Dabur India, said: “Dabur is expanding the Chyawanprash category by introducing new variants. Chyawan Junior is an offshoot of the Chyawanprash brand and is expected to be more appealing to children.”

Considering that it is already a category leader in the chyawanprash category with a 65 per cent share, the company is now stretching its equity into new segments such as malted drinks.

“GSK currently commands two-thirds of the malted category with its three brands. We are currently test-marketing our brand to find out how it stands out against competing brands,” said Mr Mrinal Mathur, Brand Manager, Dabur India.

ad campaign

Unleashing a new advertising campaign created by its agency McCann Erickson with the message ‘Apun Ka Style’, the creative focuses on the relevance of Chyawan Junior to a kid’s day-today-life with Amitabh Bachchan again being roped in to endorse the new brand.

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