Dabur To Launch Baby Massage Oil

Dabur India, which is eyeing growth through brand acquisitions and new launches, is set to unveil its branded baby massage oil and more such products in the near future.

Dabur Baby Olive Oil will be priced at Rs 60 for a 100 ml pack, while the competing brand, Johnson and Johnson's olive oil, costs Rs 72. The brand is being test launched in northern Indian and will be launched in the rest of the country in the next few months, Shyam Sundar, head of strategic business unit at Dabur India, said.

At present, Dabur has a baby oil branded Lal Tail, which is targeted at the rural population.

 

According to estimates, Lal Tail has a market share of 44 per cent, while Johnson and Johnson's olive oil has an about 19 per cent share in the Rs 125-crore baby oil market. The other major brands in the market include Figaro and Bartolli, which are imported from Europe. The baby care oil market is growing at 10 per cent per annum, according to industry estimates.

While Lal Tail has groundnut as the main ingredient, Dabur Baby Olive Oil will be enriched with key ingredients such as chandan (sandalwood), badam (almond), tulsi (basil) and neem. It contains pure extra virgin olive oil from Europe, enriched with natural herbs. The product is being manufactured by Dabur Nepal Pvt Ltd, a subsidiary of Dabur India, at the Bara district of the Himalayan kingdom.

"Through this launch, we would like to increase our market share in the child care product segment," Syam Sunder said. Recently, Dabur launched 'Back-Aid', a back-pain reliever in the OTC drug segment. The 'deep penetration formula' of the product will compete with market leaders such as Iodex and Moov manufactured by SKB Pharmaceuticals and Paras Pharma, respectively.

The company is also buying out anti-arthritis ayurveda formulation Artrex TM from Pune-based Bbio-Ved Pharmaceuticals. Bbio-Ved pharma is a subsidiary of Ayurcore Inc of the US.

The healthcare division of Dabur, which will be marketing the baby oil, also owns two Rs 100 crore brands -- Chyawanparash and Hajmola. Chyawanparash recorded a growth of 18 per cent in the last fiscal and has about 66 per cent of the market while rest is being shared by Baidyanath, Zandu and Himani.