With Patanjali Ayurveda aggressively launching new products in the ayurveda and natural beauty segment, leading FMCG firm Dabur India is set to launch new ayurvedic products of its own in order to counter the increased competition and maintain its market share.
The ayurvedic and natural beauty segment has been the focus of significant NPD activity in India in recent times, with Patanjali in particular launching an array of new products – from milk powder and cheese to natural cosmetics and baby care products – in a span of a few months. To tackle the threat, Indian FMCG major Dabur is now developing its own ayurveda portfolio with a range of women’s healthcare products.
Dabur India category head for mother and child care Ramarao Dhamija said: “As a first step, we are introducing our traditional Ayurvedic post-natal health tonic Dashmularishta and the menstrual pain relief tonic Ashokarishta in fruit flavours”.
“This will bridge the gap between health and taste. We will launch these in modern formats”, he added.
According to a report in the the Times of India, Dabur’s rival Hindustan Unilever is also expanding in the ayurveda space in response to the threat from Patanjali, bringing back its brand Lever Ayush in addition to acquiring Mosons Group’s flagship brand Indulekha.
Source: Times of India