Dabur India Ltd is extending its digestive brand Hajmola into the ready-to-drink beverage market with the launch of Hajmola Yoodley, a new range of drinks offering the uniqueness of ‘chatpata’ Indian flavours.
The product will be available in six different variants - Awaara Aam Panna, Nimboora Shikanji, Go Goa Guava, Jhakaas Jaljeera, Golmaal Golgappa and Kabhi Kala Kabhi Khatta. It will be available in a 250 ml pack, priced at Rs 30.
Announcing the launch, Dabur India Ltd marketing head-foods Sanjay Singal said: “Innovation has always been an essential part of our business strategy and our vision. From its birth as a digestive tablet in the 1970s, brand Hajmola was later extended to the candy market. The previous year saw the brand strengthening its presence in the confectionery space with the launch of Hajmola Chuzkara. Hajmola Yoodley is the latest example of Dabur’s continued focus on innovation to drive strong growth. The product, with its amazing taste & bold communication, would stand out in the ready-to-drink beverage category.”
The product comes with the chatpata (Khatta Meetha) taste experience of Hajmola. “Hajmola Yoodley will bring alive the hidden spirit of mischief present in everyone, from a toddler to an adult. The flavours are unmistakably Indian and rousing and try to do away with the dullness caused by our mundane lifestyle. The tantalising flavours aim to make every taste bud come alive and provide relaxation and comfort,” Singal added.
A new 360-degree campaign, encompassing print, outdoor and digital, would soon be launched to communicate the new introduction. Dabur will undertake both above-the-line and below-the-line activities to promote the new brand. There would be a host of activities ranging from promotions in colleges and offices to aggressive in-market merchandising.
