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FMCG major Dabur India has decided to extend brand Hajmola to the ready-to-drink beverage segment. The company said on Monday that it is launching Hajmola Yoodley, a new range of drinks that will offer Indian flavours to consumers.
The move comes at a time when players like Paper Boat, which are also offering local Indian flavours and the ethnic beverages category are expected to see growth.
In a statement, Dabur India Ltd Marketing Head-Foods Sanjay Singal said: “Innovation has always been an essential part of our business strategy and our vision. From its birth as a digestive tablet in the 1970s, brand Hajmola was later extended to the candy market.
“The previous year saw the brand entering theconfectionery space with the launch of Hajmola Chuzkara. Hajmola Yoodley is the latest example of Dabur’s continued focus on innovation to drive strong growth.”
The new Hajmola Yoodley will be available in six different variants.
The ready-to-drink beverage will be available in a 250-ml pack, priced at ₹30.
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