New Delhi: FMCG company, Dabur India is taking up the unconventional route of tying up with dhabas (roadside eateries) on highways to promote sales of its post-meal consumption digestive product -- Hajmola.
The company, which had earlier tied up with restaurant chains such as Nirula’s to promote the product in organized metros, is now looking beyond the urban landscape.
It has already identified 150 dhabas on five highways from Delhi to Jaipur, Agra, Chandigarh, Dehradun and Haridwar.
In the next phase, the company intends to add 1,000 more dhabas to the list across Uttar Pradesh, Madhya Pradesh, Maharashtra and Bihar.
“We will start out with the northern region. In the next phase, we will move to the rest of India within the next six to nine months,” Dabur India senior marketing manager, Digestives Rajeev John told PTI.
The idea is to promote Hajmola as a post-meal consumption product and achieve a greater connect with the consumers, he said, adding the company was looking to expand partners.
Dabur India holds a 70% share of an estimated Rs220crore market of the digestive products.