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After ‘Project Double’, which increased its rural penetration by 2.5 times over the past two years, Dabur India has launched a new initiative called ‘Project Core’ to expand its distribution footprint in the chemist channel.
The fast-moving consumer goods company expects to increase its chemist coverage from 55,000 to 75,000 in the phase I, with an investment of ₹15 crore, and then to 125,000 chemists over the next few years.
Dabur is targeting 30-35 per cent growth from the chemist channel, and plans to drive categories such as over the counter (OTC) healthcare, health supplements and select personal care products via this medium. At a recent conference call, officials said the new focus would be on growing the high margin, healthcare portfolio, which accounted for 36 per cent of the company's net sales for the first nine months. The company has begun a direct outreach programme dedicated to servicing chemists.
It has also launched new products such as Dabur Ratnaprash, a health supplement, and Pudin Hara Lemon Fizz, an OTC acidity reliever.
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