FMCG firm Dabur India, which has been selling herbal and ayurvedic over-the-counter products, today announced its entry into the modern healthcare market with the launch of health supplement brand 'Nutrigo'. Dabur, that has been focussing on natural OTC products such as Dabur Chywanprash, Pudin Hara and Hajmola, has for the first time launched a vitamin and mineral health supplement.
"It is a logical progression for us to enter into the modern OTC market as consumer trends are changing and there is more demand for the modern OTC products," Dabur India Category Head (Health Supplements) Praveen Jaipuriar told PTI.
At present, Dabur has significant presence in the traditional health-care market with its product range contributing Rs 1,000 crore to the company's turnover.
"The modern OTC market is estimated to be around Rs 15,000 crore, growing at 15 per cent. Going forward, we expect this category to be one of the key drivers for our future growth," he said.
Under the Nutrigo brand, the company has launched different product ranges targeting men and women.
To begin with, the products has been rolled out in metros and key towns with pan-India plans by this year end. A marketing campaign to support the launch will be launched by mid December.
According to analysts with the launch of this brand Dabur aims to grow its OTC segment.
"Dabur is a diversified FMCG company. Even in the past it has entered into new categories like juices. Growing the OTC segment has been Dabur's focus for sometime now," Enam Securities Analyst Hemant B Patel said
