Dabur, a well-known home-grown Fast-Moving Consumer Goods ( FMCG) company, is set to scale up its digestive brand, Hajmola and mosquito repellent brand, Odomos, as the power brands, CEO Mohit Malhotra said in the investor meet last week.
Currently, Dabur’s FMCG portfolio includes nine distinct power brands, with eight in India and one in overseas markets accounting for 70 per cent of its total sales.
While 75 per cent of Dabur’s revenue is generated from its domestic business, its domestic operations are primarily focused on eight power brands, including Dabur Chyawanprash, Dabur Honey, Dabur Honitus, Dabur PudinHara, Dabur Lal Tail, Dabur Amla, Dabur Red Paste, and Real. Vatika is the company’s international power brand, offering a range of personal care products for a global audience.
Malhotra disclosed that Dabur currently has 17 brands with revenues ranging from Rs 100 crore to Rs 500 crore.
The CEO highlighted the intention to elevate brands like Hajmola and Odomos to the power brand category. While Hajmola currently generates around Rs 350-400 crore in revenue, Dabur aims to move it into the power brand structure.
Dabur has three divisions: healthcare (HC), home and personal care (HPC) and food and beverages. The company is diversifying its brand Gulabari into the body wash and soaps segment and has entered the ready-to-cook gulab jamun mix market with the Hommade brand.
The Real brand, which includes a range of fruit-based products, has revenues of approximately Rs 1,600 crore and aims to surpass the Rs 2,000 crore milestone in the coming years. Dabur has expanded the Real brand beyond juices and nectars to include various products, such as fruit drinks, aloe vera-based drinks, and peanut butter, among others.
According to Malhotra, the company’s well-established brands, including Dabur Red Paste, Dabur Amla, and Vatika, fall within the Rs 1,000 to Rs 1,500 crore range, while Dabur Chyawanprash and Dabur Honey generate revenues between Rs 500 crore and Rs 1,000 crore.
