Dabur to launch health drink soon: Hajmola Yoodley
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Indian "Hajmola has a strong equity of chatpata taste. We are leveraging that same equity here for chatpata Indian ethnic drinks,"
While the Rs 14,000-crore domestic soft drinks market — dominated by multinational companies such as Coke and
However, industry experts say that ethnic beverages are very niche and are unlikely to become mainstream anytime soon. "
The new Hajmola Yoodley ready-to-drink beverage range is being launched across the country in a 250ml pack, priced at Rs 30. It will be available in six different variants — Awaara Aam Panna, Nimboora Shikanji, Go Goa Guava, Jhakaas Jaljeera, Golmaal Golgappa and Kabhi
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The other dominant player in the space, Hector Beverages, the maker of Paperboat brand of ethnic drinks, opened its second manufacturing plant in Mysore in March. It has currently been valued at around $100 million. Neeraj Kakkar, co-founder of
Dabur, on the other hand, wants to be future-ready. Dabur India executive director (consumer care business) Krishan Kumar Chutani, said, "The first part of this initiative saw the launch of brand Hajmola in a liquid candy format last year and the introduction of Chocolate Chyawanprash, to name a few. We are now getting into the second and more aggressive part of the initiative."
(Image credits: Indiatimes)
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