Dabur enters malted food drink market

Dabur India Limited, known for its Chyawanprash, announced the national rollout of its  product Dabur Chyawan Junior, marking the pharma and healthcare firm's entry into the Rs1,900-crore malted food drink market.

Packed with more than 35 active ayurvedic herbs like amla, brahmi, yashimadhu and draksha, Dabur Chyawan Junior helps build immunity from within. It comes in tasty chocolate-flavoured granules that can be mixed with milk or can be had as it is.

''Unlike existing energy drinks, Dabur Chyawan Junior contains herbs that provide the immunity which is much needed in growing children. Dabur -- with its Ayurveda expertise -- has been able to successfully combine the power of herbs in a format that children love, to bring about radical changes in the way the MFD category operates,'' said  K K Rajesh, executive vice president-marketing (HealthCare), Dabur India Ltd.

''Dabur is putting in a concerted effort towards offering the benefits of Chyawanprash to a wider audience with the national roll out of this innovative product. The launch of Dabur Chyawan Junior reiterates our commitment to the consumers by providing them the age-old benefits of Ayurveda in a modern format,'' added Rajesh.

Dabur Chyawan Junior was test-marketed in key states like Maharashtra and West Bengal last year. ''The test market revealed that the modern day consumer is demanding more from their energy drinks than just taste and modification through flavours. Dabur, with its deep-rooted understanding on herbs and Ayurveda, is well-poised to meet this yet-unmet demand with a breakthrough product like Chyawan Junior,'' he added.

Dabur Chyawan Junior will be available in 500g bottle, 500g refill and 90g sachet priced at Rs128, Rs121 and Rs20 respectively.