Dabur India is entering the malted food drinks market with Chyawan Junior, an extension of its Chyawanprash brand. 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.
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. 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."
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| Posted : 10/5/2007 |
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