Dabur to concentrate on baby oil segment

States Bureau
Posted: Tuesday, Apr 01, 2008 at 0222 hrs IST
Updated: Tuesday, Apr 01, 2008 at 0222 hrs IST

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Lucknow, Mar 31 : Dabur India, the Rs 2,233 crore FMGC, with a keen interest in the oil and digestive segments, is looking to make the concoction of herbal oils used in its Lal Tel, thereby making it easier for the urban consumer to understand it and also identify with it. Having a market share of 26% in the Rs 280 crore baby massage oil market, Dabur is now planning to make a deeper penetration in the semi urban and rural market with a newly-packaged Lal Tel. Speaking to FE, Parag Agarwal, AGM, marketing of Dabur India, said this is the biggest challenge for Dabur in its baby massage oil segment. "This is still a fairly nascent industry, what with organised baby massage oil industry having a paltry 6% market penetration. Our aim is to convert users in the rural areas, where people still use open mustard oil to massage babies. And along with that, we shall also try and spruce up the branding and marketing of the entire range of our baby care products to match the best in the industry." Interestingly, Johnson and Johnson's baby oil, which has a 34% market share, is the frontrunner in the segment. "Our strategy is to go back to our roots and add value to traditional home made remedies," he added.

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