Morepen to reposition Dab range, add more flavour to C-Sip

Our Corporate Bureau
19 November 2002

Mumbai: Dr Morepen, the wholly-owned fast-moving healthcare goods (FMHG) subsidiary of the Rs 430-crore Morepen Laboratories, is launching the Dab range of products in the anti-acid category and giving it a new positioning. At the same time, the company is ready to add flavours like apple and imli to the C-Sip range of powdered soft drinks.

Dr Morepen managing director Kartik Raina says his company is positioning Dab as a lifestyle product with the tagline ‘new age anti-acid.’ The old positioning of Dab was on ‘taste’ and while this would not be entirely done away with, the new one would be more stressed.

He says the change in positioning is due to the fact that antacids have now begun to be used by younger people while all along the company has been targeting Dab at an older generation with stomach ailments. The new positioning, he adds, would tap the younger segment through the new lifestyle positioning.

The campaign will also stress that Dab is the only anti-acid brand available in all three categories — powder, tablet and gel — against competing brands Eno, Digene and Gelusil, of which Eno is available in powder form while the remaining two are present in tablet and gel form. According to Raina, the company aims to achieve a turnover of Rs 8 crore with Dab. Dr Morepen, Morepen Laboratories’ homegrown brand, is set to achieve the Rs 60-65 crore mark by the end of this financial year, the brands’ first year of operation.

Dr Morepen is engaged in the manufacturing and selling of FMHGs and lifestyle self-healthcare devices. Over the next few months the company plans to launch new healthcare devices and new FMHG products in the Indian market.

Among the new healthcare devices being launched are body fat scales, weighing scales, heating pads, foot massagers and digital thermometers, including infrared ear thermometers.