Dhara to Come in Smaller Packs to Regain Lost Ground
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