New Delhi: Fast-moving consumer goods (FMCG) company Dabur is expanding its digestive brand Hajmola and mosquito repellent brand Odomos. It intends to include these in its list of ‘power’ brands. Dabur’s FMCG platform currently comprises nine different power brands. Eight are in India and one in the overseas market. They contribute 70 percent to the total sales of the company.
Dabur Chief Executive Officer (CEO) Mohit Malhotra said at an investor meet last week that currently Dabur has 17 brands which are worth more than Rs 100 crore, but these are less than Rs 500 crore. “We have 17 brands which are in the Rs 100-500 crore range,” he said.
The future belongs to these brands and we will expand them. If you look at five years ago, all these were brands priced below Rs 100 crore. Malhotra said Dabur will expand these brands, which already have good market penetration. He said, “For example ‘Hajmola’ we are trying to make it a power brand. However, it has not yet reached that scale.
Right now it is a Rs 350-400 crore brand for us. We are trying to make it a power brand. The same thinking is for ‘Odomos’ as well,” Malhotra said. It’s still not a power brand. We are trying to increase it. As we grow the brand business, we will continue to move towards making it a power brand.