Dabur Testing Waters With Second Laxative Brand

Dabur India is launching Dabur Sat Isbagol, its second offering in the laxative segment, after its first brand, Naturecure, failed to make a dent in the market. The product is currently being test-marketed across various markets in the country.

Dabur Sat Isabgol is a pure isabgol (plantago ovata), whereas Naturecure was flavoured Isabgol.

Naturecare was launched seven years back and was the first attempt by an FMCG major to make inroads into the Rs 50 crore market dominated by Gujarat-based Sidhpur Sat-Isabgul Factory, which sells isabgol under the telephone brand.

"Naturecure has always been a marginal product and by introducing a new product (Sat-Isabgol), we want to make a niche in the market," a senior company official said. The official said that Naturecure was launched targeting the higher end of the market and the company introduced various flavours such as orange and lemon of processed isabgol husk.

"People did not like the processed product and the Sat Isabgol would be a completely natural vegetable product derived from selected seeds of plantago ovata," the official said. Sat-Isabgol would be priced at Rs 28 for a 100 gram pack, while Naturecare is available at Rs 32.

However, company officials insisted that there were no plans to withdraw Naturecure from the market. In other words, both the brands will be available in the market. "The product (Naturecure) will continue to be in the market. Sat Isabgol will be targeted at the mass market, while Naturecure is focused at the higher end," the official said.

The company also plans to capture about 20 per cent of the market by March, 2002. "We would like to achieve a market share of 50 per cent over the next two years," a senior official of Dabur Ayurvedic Specialties Ltd, which will be marketing the product, said.

The natural laxative market has hot up with Dr Morepen, the marketing arm of pharmaceutical major Morepen Laboratories Ltd, launching its isabgol.