Dabur India Limited (DIL) is in the process of relaunching 'Odomos' brand of mosquito repellants as body spray. The personal application product is available at present in cream, lotion and gel formats. |
"We are planning to introduce Odomos in more possible formats including body sprays. Body spray as a format is virtually empty for mosquito repellants and we want to tap that segment and others as well," said Harkawal Singh, Senior Product Manager, Home Care Division, Dabur India. |
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Recently, the company relaunched the Odomos brand with new packaging and labelling. Singh said that certain changes were made in the product like making the formulation more skin-friendly, added fragrance, along with certifications from reputed institutes on its efficacy and safety of usage. |
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According to Singh, the mosquito repellant market is pegged at Rs 1,100 crore, about 3.6 per cent of which is contributed by the personal application products. |
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With the Odomos brand, Dabur India holds a market share of over 96 per cent of the personal application products. Quoting an IRS report, Singh added that around 7-8 million households use Odomos in either cream, lotion or gel format and that the company intends to up the usage. |
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Dabur India is also in talks with several state governments like Tamil Nadu and Maharashtra for free distribution of Odomos packs in areas affected by diseases like Chikungunya, Dengue, Malaria, Encephalitis among other diseases. |
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For the relaunch and to boost sales, the company increased its spends on Odomos by 40-45 per cent. Dabur India expects to achieve a turnover of Rs 40 crore in the fiscal 2007-08, a growth of 25 per cent over last year. |
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