In a bid to push the growth of its Hajmola brand, homegrown FMCG company Dabur India has extended the digestive range with the launch of a new variant - Hajmola Pudina. Further, the company also plans to undertake a host of consumer connect initiatives - by way of tie-ups with Highway Dhabas - to increase frequency of consumption by promoting post-meal consumption.
“As part of our new consumer connect initiative, we have adopted 140 dhabas on the five Highways emanating from Delhi. Dabur is branding these dhabas, giving them a new look-and-feel. Customers at these Dhabas will be served Hajmola as the post-meal digestive instead of the regular saunf (fennel seeds). The idea is to promote Hajmola as a hygienic, tasty and easy-to-consume post-meal digestive and, thereby, achieve a greater connect with the consumers,” K K Rajesh, Executive Vice President-Marketing, Dabur India Ltd said.
Over the next few months, Dabur intends to extend this initiative to cover over 1,000 Dhabas across the country. A similar exercise is also being initiated with a host of branded food retail outlets in the National Capital Region.
The new Pudina variant joins Hajmola’s regular, imli and the recently-introduced Nimbu flavours. Hajmola Pudina will be available in a Re 1 sachet of 6 tablets, and in a Rs 75 jar containing 75 sachets. The company has also recently rolled out a new campaign with the tagline ‘Hajmola Kare Khana Complete’. A new communication campaign for the Pudina variant will also start soon with the new TVC releasing across leading TV channels in December, followed by on-ground activation programmes.
