FMCG player Dabur today said it is entering into the hand sanitiser market under its 'Fem Care' brand to take on the likes of Reckitt Benckiser and Hindustan Unilever, which are currently dominating the market.
The company said it is looking at a double digit market share in the estimated Rs 20 crore hand sanitiser market within the next three years .
"We are doing test marketing of our hand sanitiser in metros like Delhi and Mumbai. In the next three-four months we want to take it across the country," Dabur India Body Care (Category Head) Gunjan Pandey told PTI.
Besides creating awareness about hand sanitisers through schools and other promotional activities, she said the company will go through the modern retail route to sell its product.
"We will leverage the strong distribution network that Dabur has. We will initially focus on the modern trade retail..Our target customers are young mothers and school kids. So we will be doing a lot of awareness programmes too," she said.
Through the new product, the company has extended its recently acquired beauty and skincare brand 'Fem care' into the hand sanitiser range.
"Dabur has a strong presence in the healthcare market while Fem care has equity in the skincare. Besides, Fem already has hand wash range. So it was logical for us to get into the hand sanitiser through Fem," she said.
The product is available as 'Fem Safe Handz' under two variants priced at Rs 49 for 50 ml and Rs 89 for 100 ml.
"The instant hand sanitisation market is still at a nascent stage in India and is estimated to be around Rs 20 crore. We expect that very soon we aim to have double digit market share," Pandey said.
