FMCG major Dabur today entered the Rs 1,100 crore fairness cream market to take on the likes of HUL's 'Fairly & Lovely', launching a new range of Ayurvedic products in the skin care segment.
The company, which launched the range under the brand name 'Uveda', is already present in the skin and personal care market under brand names 'Dabur Gulabari' and 'Vatika' under various categories.
However, this is the first time that the company is foraying into the fairness cream segment. The cream will be sold under the Uveda brand.
"Fairness cream is something which we have lacking in our skin care portfolio. With this launch, the company has a complete range of skin care products. We are taking Fair & Lovely head on," a company official told PTI.
Market sources, however, said the company is targeting to place itself in the second position after HUL's 'Fairly & Lovely' in the fairness cream market.
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