Ghaziabad: Dabur India Limited, India’s leading natural healthcare company, today announced the extension of its popular Hajmola digestive range with the launch of a new variant – Hajmola Kachcha Aam. The launch is a strategic move to push faster growth of Dabur Hajmola and create excitement around the brand.

In addition, Dabur will undertake a host of consumer-connect initiatives – by way of tie-ups with street food outlets across India – to increase frequency of consumption by promoting post-meal consumption.

“Hajmola has established itself as a ‘tasty & fun digestive’ for post meal consumption. Hajmola’s huge success can be gauged by the fact that over 2.5 crore Hajmola tablets are consumed in India daily. Over the years, we have introduced many flavours to offer consumers greater variety. The launch of Hajmola Kachcha Aam is another step forward in this direction. Kachcha Aam is extensively used in Indian cuisine to enhance taste and is also popular for its digestive properties (pickles). So, it was a logical new flavour for the Hajmola digestive range,” said Dabur India Ltd Executive Vice President-Marketing (Healthcare) Mr. K K Rajesh.

The new Hajmola Kachcha Aam variant comes on the heels of the huge success of Hajmola’s regular, Imli, Nimbu & Pudina flavours. Hajmola Pudina, launched last year, has met with encouraging response in the market and is already an over Rs 8 crore brand. Hajmola Kachcha Aam will offer the digestive and nutritional values of raw mango in an easy-to-use form to consumers. Hajmola Kachcha Aam will be available in a Re 1 sachet of 6 tablets.

Dabur had recently rolled out a new campaign with the tagline ‘Hajmola Kare Khana Complete’. A new communication campaign for the Kachcha Aam variant will also start soon with the new TVC releasing across leading TV channels next month, followed by on-ground activation programmes.

“As part of our new consumer-connect initiative, Hajmola is joining hands with the scores of popular street food outlets across the country, giving them a new look-and-feel. Customers at these outlets will be served Hajmola to promote its post-meal connect and further establish Hajmola as a hygienic, tasty and easy-to-consume post-meal digestive,” Mr. Rajesh added. Dabur plans to cover over 1000 street food outlets across the country with this initiative. A similar exercise is also being initiated with a host of branded food retail outlets and food courts in the National Capital Region.