FMCG behemoth Dabur India Ltd, to break the seasonal demand for chyawanprash, plans to bring out a few more flavours in the malted food drinks (MFD) segment.
The company recently launched Chyawan Junior, which has the goodness of Chyawanprash in chocolate-flavoured granules.
“We plan to come up with new flavours,” said KK Chutani, general manager (marketing), Dabur.
The company has launched a market study. “At present, the malted food drink segment offers only two flavours, chocolate and white,” he said.
The share of the chocolate or brown segment in the Rs 1,500 crore MFD market is about Rs 300 crore.
Chyawanprash, though consumed all through the year by a small section, sells most between October and March.
Dabur, targeting senior citizens, recently launched sugar-free chyawanprash. “We are trying to break the seasonal factor by increasing chyawanprash consumption through different formats,” he said.
Big players like GlaxoSmithKline, Cadbury India and Nestle dominate the MFD market in India .
Chutani, refusing to comment on the MFD market share the company is looking at, said: “We expect the segment to contribute 15-20% of revenue in the next five years.” Dabur’s health-supplement division comprising honey, glucose and chyawanprash contributes Rs 400 crore a year towards its revenue.
Dabur is planning products through different formats for adults. “We have planned new variants of chyawanprash through other formats that will be launched soon,” he said.