Dabur India is extending its digestive brand Hajmola in the pure confectionery segment, which has been recording a strong double-digit annual growth.
The company, which launched its semi-liquid candy — Hajmola Chuzkara on Wednesday — will roll out the product across the country in the next few weeks. Actor Ajay Devgn will be endorsing the product in a 360-degree campaign.
Dabur India Category Head-Digestives, Ajay Parihar, said: “Leveraging on Hajmola’s strong brand equity, we wanted to lauch a new format in the candy segment that clicks with youth and help contemporarise the brand.”
He said nearly 30 per cent of Hajmola sales come from children, but in the case of Hajmola Chuzkara, nearly 70 per cent sales are expected to come from kids. The semi-liquid candy is priced at Rs 2/satchet.
To promote the brand, the company will launch an aggressive campaign on television, FM radio and the Internet. It also plans to launch a line of in-marketing merchandise to woo children, engaging profile packs and dispensers.