India: Emami forays into packaged honey

FMCG major Emami is extending its ayurvedic brand Zandu with the addition of new packaged honey, according to an article in the Economic Times.

Promoted as being sourced “from the best and most indigenous breeders and beekeepers”, Zandu Pure Honey is said to be “packed following stringent international quality standards to ensure purity & best quality honey”. In addition, it claims to contain no added sugar, unlike rivals that are said to contain up to 30% extra sugar.

The Economic Times report notes that the move is likely to put pressure on established market player Dabur, which for decades was the only major brand of honey available in the organized market. In addition to Emami, Dabur is now also facing competition from the fast-expanding Pantajali Ayurved, offering “pure & natural”, “made in India” products.  However, whereas Patanjali has pitched its honey at around 40% lower than Dabur, Zandu brand honey is said to be offered at a 35% premium.

Source: Economic Times / Emami