Dabur to test-sell Gulabari in Bengal

The Rs 2,000 crore Dabur group is planning to recreate its Rs 40 crore "Gulabari' brand into a mass-brand and extend the benefits of rose to other mass skin care categories, building on the goodness of rose and rose water.

Speaking to Business Standard, Neeraj Sanan, deputy general manager - marketing, Dabur India, said, "We are planning to expand the Gulabari brand and introduce several skin care products under it where the essence of rose could fit in. By this year-end, Gulabari would no longer be simply a rose-water brand but would have several other products under it that would be expected to score on the goodness and benefits of rose and rose water."

These products would include all types of skincare products ranging from facewash and soaps to creams. Scheduled for roll out over the next few months, these would be test marketed in West Bengal before rolling them out nationally.

"We chose West Bengal for test marketing Gulabari products because eastern India contributes close to 25 per cent or the highest to Gulabari's overall turnover in India," Sanan said.

Post its new brand extensions, Dabur expects Gulabari to grow by about 25 per cent in this financial year itself.

The company also plans to repackage Gulabari rosewater in terms of designs.

"For example, by this year-end Dabur Gulabari would be available in pet bottles and not in glass containers as the latter always runs the risk of breakage," explained Sanan.

Gulabari would also sport see-through designs as consumers want to see what they are buying.

"We are also exploring different rose and rose water usage to push sales of the Gulabari brand. For example, we are planning to introduce the Gulabari Zaika brand which is the edible version of rose water. Gulabari Zaika is expected to especially move in restaurants or even in homes whenever recipes like biriyani, kulfi or serbet are prepared," Sanan said.