Dabur enters the OTC healthcare segment

Dabur India today announced its entry into the vitamins, minerals and supplements category, with the launch of Dabur NUTRiGO – daily health supplement with offerings for men and women.

The launch of NUTRiGO, says the company, is part of Dabur’s aggressive plan to augment its leadership position in the health care market in India, where the company currently operates with traditional ayurvedic products like Dabur Chyawanprash.

"The OTC Health care segment is estimated at Rs 15,000 crores and has been identified as a key focus area for Dabur, going forward, and the launch of brand Dabur NUTRiGO is part of a series of new initiatives being rolled out by Dabur. With our long experience and expertise of operating in the health domain, we aim to establish the brand as a credible leading player in the Rs 750 crores Branded OTC Supplements category in days to come,” said Praveen Jaipuriar, Dabur India Category Head–Health Supplements.

"Dabur has been a player in the traditional over the counter (OTC) space, with offerings like Dabur Chyawanprash and Pudin Hara over the years. The move into modern OTC healthcare therefore comes as a logical next step for us, as a part of our strategic intent in health care, given the evolving consumer and market context within health care,” said K K Rajesh, Dabur India Executive, Vice-President-Marketing.

Dabur NUTRiGO Total will come in 10s blister packs at Rs 75 and 30s bottle packs at Rs 195. Dabur NUTRiGO Woman will be available in 10s blister pack priced at Rs 85, while 30s bottle pack is priced at Rs 225.