Dhara to Come in Smaller Packs to Re­gain Lost Ground

The Economic Times - - Business Of Brands - RATNA BHUSHAN

Con­sumer Pack Value Delhi-based dairy ma­jor Mother Dairy will soon launch its ed­i­ble oil brand Dhara in small, af­ford­able packs in a bid to re­gain its lost ground in the ed­i­ble oil mar­ket.

In a first for a na­tional ed­i­ble oil maker, Mother Dairy Fruit & Veg­etable will roll out 100 ml and 200 ml packs of Dhara at .` 15 and .` 28 each, San­jeev Giri, busi­ness head at Dhara, said.

Dhara, one of the old­est ed­i­ble oil brands in the coun­try launched 25 years ago, has lost out to brands such as Adani's For­tune, Marico’s Saf­fola and Ruchi Soya as its par­ent fo­cused mainly on its core dairy busi­ness while ri­vals brought out new vari­ants such as heart-friendly oils in at­trac­tive pack­ages.

“We lost out some­where,” Giri said. “But the fo­cus on the brand has been ac­cel­er­ated in re­cent times,” Giri said.

The com­pany plans pack­ag­ing up­grades and newer vari­ants as it looks to dou­ble Dhara sales from cur­rent .` 800 crore a year by 2020, of­fi­cials said.

Till 2003, Dhara was be­ing dis­trib­uted by Gu­jarat Co­op­er­a­tive Milk Mar­ket­ing Fed­er­a­tion (GCMMF), which owns the coun­try’s largest dairy brand Amul. (Fil­tered) Oil Con­sumer Pack Value That year Na­tional Dairy De­vel­op­ment Board (NDDB), own­ers of Mother Dairy, ter­mi­nated its con­tract with GCMMF and brought the ed­i­ble oil brand un­der Mother Dairy. A Mother Dairy of­fi­cial said Dhara has been on the back­burner since then. “Dhara was sell­ing well when it was with GCMMF,” the per­son said. Giri said mini packs of Dhara will be first rolled out in ru­ral mar­kets, start­ing with the East, in a bid to con­vert ru­ral con­sumers from loose to pack­aged oil. These packs will be taken to other mar­kets in the sec­ond or third quar­ter of the year. Mother Dairy plans to lever­age Safal booths to re­tail the new Dhara packs. Tra­di­tion­ally strong in the East and North, it is step­ping up dis­tri­bu­tion in the West and South, Giri said. The con­sumer pack busi­ness in ed­i­ble oil is es­ti­mated at .` 23,000 crore and is char­ac­terised by wafer-thin mar­gins to dis­trib­u­tors.

Mar­ket packs of Dhara will be first rolled out in ru­ral mar­kets in a bid to con­vert ru­ral con­sumers from loose to pack­aged oil

Dhara lost out to ri­vals as its par­ent Mother Dairy fo­cused mainly on its dairy busi­ness in the coun­try

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