Dabur to enter ‘ready-to-cook’ food business

Dabur is looking at expanding its 'Rea' and 'Activ' range, including entry into new formats of packaged food products, which are showing good growth potential

Fast-moving consumer goods (FMCG) company Dabur India Ltd has said that it plans to launch ready-to-cook products under its 'Hommade' brand to expand in the estimated Rs2,800-crore packaged food segment, reports PTI.

The company currently sells culinary products under the 'Hommade' brand, besides 'Real' and 'Activ' brands of fruit juices in the packaged food category.

"Going forward, we are looking at expanding the range soon, including entry into new formats of packaged food products, which are showing good potential," Dabur India marketing head (foods) KK Chutani told PTI.

He, however, declined to give details on the kind of products that the company would launch, but said that Dabur is looking at traditional items like paneer, adding that the products would be launched under the 'Hommade' brand.

Mr Chutani said that the company will have strong regional focus for the new products, adding that the products were still in the developmental stage. It has already started working on marketing campaigns.

"Primarily, we will focus on the southern market. Hence, the regional TV channels in the south will be prime carriers of the new TV commercial," he added.

Dabur is likely to launch these new products in the beginning of the next fiscal.

At present, Dabur sells culinary paste like garlic, ginger, ginger-garlic and tamarind in packaged format besides tomato puree and coconut milk under the 'Hommade' brand.

The company's food business, including beverages, is worth Rs400 crore and contributes around 13% of its overall turnover.

 

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