Natural healthcare company Dabur has launched the third new Hajmola variant in three years, with the digestive brand being extended to the raw mango flavour, Hajmola Kachcha Aam.
Hajmola, a tasty, fun-filled digestive, is available in interesting formats like tablets and candies, made of a tasty mix of traditional Indian culinary herbs, spices and edible salts.
The new Hajmola Kachcha Aam variant comes on the heels of the huge success of Hajmola's regular, imli (tamarind), nimbu (lemon) and pudina flavours. Hajmola Pudina, launched last year, has met with encouraging response in the market and is already an over Rs8-crore brand.
According to the company, Hajmola Kachcha Aam will offer the digestive and nutritional values of raw mango in an easy-to-use form to consumers. Hajmola Kachcha Aam will be available in a Re 1 sachet of 6 tablets.
Dabur said, the launch is a strategic move to push faster growth of Dabur Hajmola and create excitement around the brand.
In addition, Dabur will undertake a host of consumer-connect initiatives – by way of tie-ups with street food outlets across India – to increase frequency of consumption by promoting post-meal consumption.