Dabur's owners had to step down to make Hajmola the leader (>50% market share) for 70+ years
In 1990, McKinsey asked the Burman Family to let their employees run the company
Since then Dabur changed its strategies to penetrate the Indian market.
✅ Brand Identity
Dabur associated Hajmola with good health & well-being, with a unique taste & effectiveness. They chose a catchy logo, and memorable campaigns.
✅ Marketing Campaigns
Dabur has launched a number of marketing campaigns over the years. One of the most successful was the "Hajmola Rocks" campaign. It was launched in 2010, & featured a number of popular Bollywood actors.
✅ Distribution Network
The company has a network of over 1Mn retailers, including groceries, pharmacies, & convenience stores. The company expanded into 50+ new markets like the Middle East & Southeast Asia.
✅ Targeting the youth market
Dabur targeted the youth market with its marketing campaigns to increase the brand's appeal.
✅ Launching new flavors
They launched more than 10 new flavors over the years to keep the product fresh & in demand.
✅ Affordability
Dabur has kept the price of Hajmola affordable by manufacturing the product in India. This has helped the product gain massive popularity in rural India.
Results
As a result of these strategies, Hajmola has become one of the most successful brands in India:
👉 In 2022, Hajmola had a market share of 52% in the digestive tablets segment in India.
👉 The brand's advertising campaigns have been viewed over 1Bn times on YouTube.
👉 Hajmola is available in over 1Mn retail outlets across India.
👉 The brand's annual sales are over ₹4Bn.
👉 The brand has been growing at a CAGR of 10% over the past five years.
👉 Dabur spends over ₹100Cr on marketing & advertising for Hajmola each year.
What are your thoughts about the brand? Have you tried Hajmola, if yes, which is your favourite flavour?
Let's grow together - #TheFinKid
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Head: Brand Marketing & User Growth at Jupiter
1moYes, I have followed their good work quite closely from start btw.