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CASES WHERE BRAND EXTENSION WAS A SUCCESS

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Sunanda K. Chavan
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CASES WHERE BRAND EXTENSION WAS A SUCCESS - September 16th, 2010

CASES WHERE BRAND EXTENSION WAS A SUCCESS

FMCG major Dabur is extending its rosewater brand, Gulabari, to a host of skincare products in a bid to expand its presence in the category.


The company is also undertaking a rebranding and repackaging exercise for its Dabur Red toothpaste and glucose brand, Dabur Glucose.

Gulabari is currently positioned as a toner and a face pack ingredient.

The herbal major now plans to launch a host of rosewater-based skincare products such as moisturiser and face cream under Gulabari brand in a new packaging.

The new products would be test-marketed in West Bengal and are expected to hit the shelves in September-October.

“The brand extension for Gulabari would be the starting point towards establishing a greater presence in the skin-care category.

We expect Gulabari to grow by 23-25% this fiscal,” said Dabur consumer care division executive director V S Sitaram.

Dabur’s skincare range currently includes Dabur Vatika soaps, Vatika face packs and face creams under the Anmol and Boroglow brands.

Dabur CEO Sunil Duggal had earlier stated that a key focus of the company’s acquisition strategy would be to strengthen its skincare portfolio.

The company, which acquired Balsara’s home and hygiene business including oral care brands, Meswak and Babool in 2005, is also planning to strengthen its presence in the dental hygiene
market.

For its glucose brand, the Rs 38-crore Dabur Glucose, the FMCG company is focusing on a host of on-ground initiatives including hosting the Dabur Glucose Energy Challenger Cup in West Bengal.

The focus on eastern India with the three brands stems from the fact that it is one of the fastest-growing markets for these products.

The region already contributes over 50% to Dabur Glucose’s and 27% to Dabur Red’s toothpaste. The region contributes 22% to Dabur India’s consumer care division sales.
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