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.
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
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
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
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.
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.
the new healthcare devices being launched are body fat
scales, weighing scales, heating pads, foot massagers
and digital thermometers, including infrared ear thermometers.
2003 Dr Morepen plans to have around 40 healthcare products
in the market, including a combination of over-the-counter
medicines as well as some FMHGs. Of these, the company
has already launched Dab Fizz (an instant antacid), Gol
Goli (Hajma candy), 2 Kool (throat drops), Sat Isabgol
(natural laxative), Y Sugar (low calorie sweetener) and
C-Sip (a refreshing energy drink).
Morepens sales growth will come through new launches
and sale of brands like Burnol (re-launched after acquisition
from Reckitt Benkiser), Lemolate and Lifespring Specialised
Medical stores. The company is planning to launch the
Burnol brand in four variants like ointment, gel, powder
and instant spray by next year.
the first few months after its re-launch, Burnol for the
first time in its history has clocked a monthly sale of
Rs one crore, says a senior company official. Not surprisingly,
the company is hoping the Dr Morepen brand will cross
the Rs 100-crore mark by 2003-04.
Laboratories has allocated a budget of 20 per cent of
sales for promotional and marketing of all products under
the Dr Morepen brand. The company is hoping that of the
Rs 60 crore turnover targeted for 2002-03, more than Rs
50 crore will be contributed by Dr Morepens various
healthcare products and the balance will be contributed
by diagnostic lifestyle self-healthcare devices being
manufactured and marketed under the brand Dr Morepen.
the past year, Dr Morepen acquired three brands: Burnol,
Lemolate (cough and cold tablet) and specialised medical
stores Lifespring. For lifestyle healthcare devices, Dr
Morepen has an exclusive joint venture with Germanys
Beurer GmbH, a world leader in lifestyle healthcare products.
range, already being marketed in India, includes automatic
digital blood pressure monitors, digital and analogue
weighing scales, body fat scales, body massagers and heat