Dabur adds new variant in Hajmola series, Kachcha Aam

Posted on 10 January 2010 by BMMBoxer

Dabur Hajmola, the popular digestive range has added another variant in its kitty. The company has launched Hajmola Kachcha Aam as a strategic move to push the sales of the product. Hajmola currently is the market leader with 60% share of the digestive tablets in India.

Mr. K K Rajesh, Vice President-Marketing (Healthcare), Dabur India Ltd Executive said, “Hajmola has established itself as a ‘tasty & fun digestive’ for post meal consumption. Hajmola’s huge success can be gauged by the fact that over 2.5 crore Hajmola tablets are consumed in India daily. Over the years, we have introduced many flavours to offer consumers greater variety. The launch of Hajmola Kachcha Aam is another step forward in this direction. Kachcha Aam is extensively used in Indian cuisine to enhance taste and is also popular for its digestive properties (pickles). So, it was a logical new flavour for the Hajmola digestive range.”

Hajmola Kachcha Aam will be available in Re. 1 sachet of 6 tablets, and will offer digestive and nutritional values of raw mango. The brand will also rollout a campaign for the variant, which will feature on television and on-ground activation programmes.
Mr. Rajesh, further added, “As part of our new consumer-connect initiative, Hajmola is joining hands with the scores of popular street food outlets across the country, giving them a new look-and-feel. Customers at these outlets will be served Hajmola to promote its post-meal connect and further establish Hajmola as a hygienic, tasty and easy-to-consume post-meal digestive.”

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