India: Dabur’s Hajmola enters ready-to-drink beverage market

Dabur is expanding its digestive product brand Hajmola with the launch of Yoodley, a new ready to drink beverage available in 6 ‘chatpata’ (tangy and piquant ) traditional flavours.

Available in colourful 250ml stand-up pouch packaging, the new line comprises Ajooba Aam Panna (a green mango drink), Nimboora Shikanji (a spicy lemon drink), Guava No. 1, Jazbaati Jaljeera (a digestive cumin drink), Golmaal Golgappa (Indian water ball) and Kabhi Kala Kabhi Khatta (a tangy blackberry drink). All the variants are priced at INR 30 ($0.47 USD).

Announcing the launch, Dabur India marketing head - foods Sanjay Singal said: "Innovation has always been an essential part of our business strategy and our vision. From its birth as a digestive tablet in the 1970s, brand Hajmola was later extended to the candy market. The previous year saw the brand strengthening its presence in the Confectionery space with the launch of Hajmola Chuzkara. Hajmola Yoodley is the latest example of Dabur’s continued focus on innovation to drive strong growth. The product, with its amazing taste & bold communication, would stand out in the ready-to-drink beverage category".

"Hajmola Yoodley will bring alive the hidden spirit of mischief present in everyone, from a toddler to an adult. The flavours are unmistakably Indian and rousing and try to do away with the dullness caused by our mundane lifestyle. The tantalizing flavours aim to make every taste bud come alive and provide relaxation and comfort", Mr Singal added.

Source: Dabur / FnB News