Chyawanprash: Dabur eyes GenX
Dabur Chyawanprash is turning yuppie for GenNext. The company has introduced fruity variants — Orange and Mango — for its flagship Chyawanprash brand, which provide same health benefits as the mother brand.business Updated: Oct 31, 2010 22:23 IST
Dabur Chyawanprash is turning yuppie for GenNext. The company has introduced fruity variants — Orange and Mango — for its flagship Chyawanprash brand, which provide same health benefits as the mother brand. The changes aim at tapping the younger age group and increasing the market base of the health supplement.
“We found that a large number of people, especially the young, do not like the sharp taste of regular Chyawanprash so we decided to introduce new fruit variants, which would appeal to the younger lot,” Praveen Jaipuriar, category head, health supplements, Dabur India told HT.
Chyawanprash, for long, has been touted as the Ayurvedic health supplement for the young and the elderly. Its ingredients such as Amla, Ashwagandha and Guduchi help in building immunity. However, due to its sharp taste, the product was largely unable to catch youngsters fancy.
“Our fruity variants of Chyawanprash will end this dichotomy between health and taste,” said Jaipuriar.
The demand for mother brand of Chyawanprash continues to be strong across the country, he said. “Our mother brand of Chyawanprash continues to grow at around 16% per annum. We are the market leaders in the category with around 66% market share. This new initiative will help aid Chyawanprash’s market growth across the country.”
The total Chyawanprash market is estimated to be around R350 core that is growing at an annual rate of around 15%.
Despite this surge in demand, Chyawanprash penetration in the country continues to be abysmally low at around 4-5% and with such GenX variants, companies are hoping to improve penetration.