Dabur forays into malted food drink category with Chyawan Junior

Dabur India Ltd has recently announced the national rollout of its breakthrough product, Dabur Chyawan Junior, marking the company’s entry into the Rs 1,900-crore malted food drink (MFD) market.

Claimed to have more than 35 active Ayurvedic herbs like Amla, Brahmi, Yashimadhu and Draksha, Dabur Chyawan Junior helps build immunity from within. The chocolate-flavoured granules can be mixed with milk or can be had as it is.

Commenting on the launch, KK Rajesh, Executive Vice President - Marketing (HealthCare), Dabur India Ltd, said, “Unlike existing energy drinks, Dabur Chyawan Junior contains herbs that provide the immunity which is much needed in growing children. Dabur, with its Ayurveda expertise, has been able to successfully combine the power of herbs in a format that children love, to bring about radical changes in the way the MFD category operates.”

He further said, “Dabur is putting in a concerted effort towards offering the benefits of Chyawanprash to a wider audience with the national rollout of this innovative product. The launch of Dabur Chyawan Junior reiterates our commitment to the consumers by providing them the age-old benefits of Ayurveda in a modern format.”

Dabur Chyawan Junior was test-marketed in key states like Maharashtra and West Bengal last year. “The test market revealed that the modern day consumer is demanding more from their energy drinks than just taste and modification through flavours. Dabur, with its deep-rooted understanding on herbs and Ayurveda, is well-poised to meet this yet-unmet demand with a breakthrough product like Chyawan Junior,” Rajesh added.

Dabur Chyawan Junior will be available in three SKUs of 500 gm bottle, 500 gm refill and 90 gm sachet priced at Rs 128, Rs 121 and Rs 20, respectively.