Dabur forays into floor cleaning market, launches 2 products

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New Delhi, Jul 3 (UNI) Targeting the Rs 160 crore floor cleaning market, country's leading consumer products maker Dabur India Ltd today forayed into this segment with the launch of two new products and targets to achieve 10 per cent market share by the end of current fiscal.

''The hard surface cleaning market is about Rs 160 crore and we aim to capture 10 per cent of the market share by March 2009,'' company Senior General Manager (Home Care) Girish Kumar told reporters here.

The company has unveiled floor cleaner and anti-bacterial kitchen cleaner under the 'Dazzl' brand.

The floor cleaner will available in 550 ml for Rs 50, while kitchen cleaner will come in 400 ml spray priced at Rs 75 and 500 ml toggle at Rs 65.

''The Dazzl range works effectively in not only keeping your house sparkling clean but also in eliminating 99.9 per cent germs on hard non-porous kitchen and floor surfaces that you come into contact with every day,'' he said.

The national roll out, Mr Kumar said, follows the success of Dazzl's test-marketing exercise in South.

''The consumer response to the products in the test market was in line with expectations, encouraging us to nationally rollout the product within 6-8 months of its test launch,'' he added.

The company targets to reach the breakeven in the next three years, he said.

Dabur India also announced a brand association deal with television star Smriti Z Irani for promoting these products.

The company also plans to launch new products in the current portfolios instead of jumping into other segments.

''You will see us launching new products in our current porfolios including toilent cleaning, air freshners and mosquito repellants.

There is enough space for growth and the company plans to be leader in their current portfolios and then only will move into other segments,'' Mr Kumar said.

He said the company has no plans to raise the prices of its home care products on account of increasing input costs.

''Whenever the cost pressure goes beyond our control, we have to pass on the burden to the consumer. But Today we are not looking for price hike in our home care products,'' he said.


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