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Dabur to enter aroma products market

business Updated: Aug 15, 2011 11:34 IST

FMCG company Dabur is gearing up to enter the Indian aroma products market by expanding the portfolio of its existing air freshener brand "Odonil", targeting sales of Rs 300 crore from the segment by 2015.

Dabur said it will launch a range of aroma products such as traditional oil burner, potpourri, pillar candle and aromatic floating candle under the Odonil brand.

"We are entering into the unbranded aroma products market. The segment is currently very unorganised and could be estimated at around Rs 150 crore," Dabur India Brand Head (Odonil) Rajat Nanda told PTI.

At present, the Indian air fragrances market, including the traditional agarbattis, is estimated to be around Rs 2,000 crore. It is currently dominated by Mysore-based NR Group, which sells Cycle brand of agarbattis along, with ITC Ltd.

Recently, NR Group has also announced that it will strengthen its product portfolio by focusing on room fresheners, scented candles among others.

Nanda said the idea to launch new aromatic products is to widen the range of products under the Odonil brand and make it a complete air freshening brand.

"Odonil is seen more as a bathroom centric brand. We want to increase its penetration and position it as complete air freshening brand. We expect that we will be able generate sales of Rs 300 crore by 2015," he said.

At present, Odonil, which is currently available in block and room freshener spray formats, generates a sales of Rs 125 crore. Dabur is planning to increase it to Rs 175 crore this fiscal.

The company said the new products will be available in the market by next month under "Odonil Occasions". It plans to tie up with various modern retail retails to sell the products across the country apart from other traditional retail stores.

"We are in talks with modern retail outlets and other lifestyle stores. We will also be using the existing distribution channels of 'Real' juices. Besides, we are planning to sell in-flight," he said.