Dabur expands Hajmola portfolio with lemon-flavoured 'Hajmola LimCola'

Science-based ayurveda company Dabur India Ltd has announced the expansion of its Hajmola tasty digestive portfolio with the launch of ‘Dabur Hajmola LimCola’, a digestive tablet with the unique mix of lemon and the chatpata twist of Hajmola.

Ajay Singh Parihar, Marketing Head, OTC Healthcare, Dabur India Ltd, said, “Our extensive consumer research revealed that Indian consumers prefer lemon flavour with a chatpata punch. Not only are lemon flavoured cold drinks popular in India, lemon also goes well with the Chatpata space. This innovation is in line with our ambition of providing our consumers their favourite Hajmola with Lemon Ka Chatkara. Hajmola LimCola delivers fresh flavour of lemon without compromising on functional digestive benefits of Hajmola. We are confident that consumers will love to have the new Hajmola LimCola as their preferred post-meal digestive.”

Hajmola LimCola will be available in two consumer packs: Rs 1 sachet and 120 tab bottle.

The launch will be supported across print, digital, outdoor, mobile and radio campaigns, featuring cine star Ajay Devgn. “We will also be undertaking extensive sampling activities through delivery platforms and major restaurant chains, besides Dabbawalas in Mumbai, Airlines and at key Bus depots, offering our consumers a chance to touch, feel and experience the new hajmola LimCola,” Parihar added.

Ajay Devgn said, “I am excited to be a part of this new innovation with Hajmola that is all set to disrupt the digestive space in India. It is fun, tasty and truly chatpata. I look forward to taking the tasty world of Hajmola LimCola to all my fans.”

Dabur Hajmola, a tasty, fun-filled digestive, is available in seven different variants — Regular, Pudina, Chatcola, Anardana, Imli, Chatpati Hing and Limcola in interesting formats like tablets and candies. A tasty mix of traditional Indian culinary herbs, spices and edible salts, Hajmola enjoys an over 50% share of the branded digestive tablets market in India.

Info@BestMediaInfo.com