leading health care product major, Dabur India limited on Wednesday announced launch of Hajmola Chuzkara, a semi-liquid candy in the Indian market.
While talking to media persons here, Brand-Head, Hajmola, Ayan Choudhary told media persons, "Hajmola Chuzkara is the latest example of Dabur's continued focus on innovation to drive strong growth. It comes with a unique taste that is distinct from the typical confectionaries that are present in the market today."
Priced at Rs 2 per sachet, Hajmola Chuzkara is a first of its kind product in India. "The Indian confectionery market is one of the fastest-growing markets in the world with a strong double-digit annual CAGR. Hajmola Chuzkara, with its unique blend of all-natural ingredients and irresistible taste will excite consumers across all age groups," Ajay Parihar, Head of Digestives division said.
Chuzkara is an extension of the company's popular brand, Hajmola into the pure confectionary market, he said. The company has engaged noted Bollywood star Ajay Devgn to endorse the product which it rolled out nationwide this month only.
He said it was among the top five players in the candy segment. A new 360-degree campaign, encompassing television, print and digital, would soon be launched to communicate the new introduction. Dabur will undertake both above-the-line and below-the-line activities to promote the new brand. There would be a host of activities ranging from promotions in colleges and offices to aggressive in-market merchandising.