May 09, 2011

Dabur Enters Mint Candy Market With Hajmola Mint Masti

Press release

New Delhi

Monday, May 09, 2011

Offers unique digestive property with Mint freshness

New Delhi, May 09, 2011: Dabur India Ltd., India’s leading natural health and wellness company, today announced its entry into the mint candy market with the launch of Hajmola Mint Masti. The new offering -- under the flagship digestive brand Hajmola -- would offer consumers the freshness of mint along with the digestive properties of Hajmola.

Priced at 50 paise per candy, Hajmola Mint Masti – a first of its kind candy in India -- has the tasty digestive tablet Hajmola packed inside it. Its launch extends the footprint of the Hajmola brand in line with the strategy of adding excitement and contributing to the growth of the confectionery category.

“Conventional mint candies provide only fresh breath. Hajmola Mint Masti offers not just fresh breath but also helps in digestion of food. This is a unique mint candy developed by our in-house R&D. A mega campaign has also been created for Hajmola Mint Candy, which would be aired shortly,” said Mr. Rajeev John, DGM (Marketing) - Digestives, Dabur India Ltd.

“The mint super category is currently valued at around Rs 720 crores (Includes Hard Boiled mint candies, Medicated Mints like Lozenges & Mint Rolls). When we studied the category, we found that all the products were competing in the same brand space with little to no differentiation in product attributes. It was our strategic decision to enter the category with a product offering a definitive USP of both fresh breath & digestion. Almost a third of all consumption of mints happens after meals to mask the malAbout Dabur India

Dabur India Limited is one of the leading FMCG companies in India. Building on a legacy of quality and experience for over 127 years, Dabur is today India's most trusted name and the world's largest Ayurvedic and Natural Health Care Company. Dabur India's FMCG portfolio includes five flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Real for fruit-based drinks and Fem for fairness bleaches & skin care.

For Details :

Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 95120-3982000, 3001000 extn 2101/2547 Fax: 95120-4374935 Email:corpcomm@dabur.comAbout Dabur India

Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 95120-3982000, 3001000 extn 2101/2547 Fax: 95120-4374935 Email:corpcomm@dabur.comodour of last meal consumed – hence Hajmola’s equity of Digestion combined with Fresh breath is a very innovative & relevant offering. With the strong brand heritage of Hajmola, we are confident of emerging as a formidable player in this category in days to come,” added Mr. Rajeev John.

Dabur will undertake both above the line and below the line activities to promote the new brand. There would be a host of activities ranging from promotions in colleges and offices to aggressive in-market merchandising.

About Dabur India Ltd

Dabur India Limited is one of India’s leading FMCG Companies. Building on a legacy of quality and experience for 125 years, Dabur is today India’s most trusted name and the world’s largest Ayurvedic and Natural Health Care Company. Dabur India's FMCG portfolio today includes five flagship brands with distinct brand identities -- Dabur as the master brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives, Réal for fruit-based beverages, and Fem for fairness bleaches & skin care.

For Details :

Mr. Byas Anand Corporate Communications Dabur India Limited PH:- 95120-3982000, 3001000 extn 2101/2547 Fax: 95120-4374935 Email:corpcomm@dabur.com

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