Dabur plans big expansion in skin care, to launch new brand
Tuesday, 26 May 2009
FMCG major Dabur is stepping up expansion in the skin care segment, on the back of its acquisition of Fem Care Pharma last year; with plans to expand range of products from the latter's stable besides launching a new brand of its own.
"Skin care is one segment where Dabur has not had a sizeable presence. We plan to scale this up fast. It is a key focus area for Dabur India this fiscal," Dabur India Chief Operating Officer V S Sitaram told .Going forward, he said, the company sees the segment becoming a key growth driver, for which it is "preparing a big offensive" in the market.
"Our skin care attack would be driven by a three-pronged strategy. The first would be the Gulabari range of mainstream skin care products offering the benefit of roses," he said. The second would be the Fem range of skin care products. The third would be "a completely new brand, details of which are currently not available," Sitaram added.
While Dabur's presence in the estimated Rs 1,200-crore Indian skin care market is limited only through the Gulabari range at present, it is expecting to have a sizeable share as soon as it completes the Rs 203.73 crore acquisition of Fem Care Pharma by June-end. Fem Care has products including Oxy Bleach, Fem Bleach, Botanica and Saka in its portfolio. Dabur forayed into skin care market last year with the launch of the Gulabari range of moisturising cream, moisturising lotion and face freshener spray.
"The portfolio has been enhanced following the acquisition of Fem Care Pharma last year, which gives Dabur an established brand, which also has the potential to be extended into newer and related skin care categories," Sitaram said.
The Indian skin care market is estimated at Rs 2,500 crore in and is growing at over 12 per cent annually. Asked reasons behind discontinuation of Vatika soap brand, he said, "The increasing commoditisation of the category had made the soap business less attractive for us, leading to our exit from that market."
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FMCG major Dabur is stepping up expansion in the skin care segment, on the back of its acquisition of Fem Care Pharma last year; with plans to expand range of products from the latter's stable besides launching a new brand of its own. 
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