Abstract

The case discusses the entry of Indian FMCG giant Dabur India Ltd (Dabur) into the ready-to-drink beverage category with the launch of Hajmola Yoodley (Yoodley), an ethnic drinks range. Yoodley is an extension of Dabur’s popular digestive brand Hajmola into the fast growing ethnic beverages category in India. Yoodley is an example of Dabur’s continued focus on innovation to drive strong growth. The case discusses the rationale behind the launch of Yoodley, product attributes, and competition in the ethnic beverages category. It concludes by discussing whether Yoodley would be able to make a dent in the crowded beverages market in India and give its competitors a run for their money.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the reasons behind Dabur’s entry into the ethnic drinks market
• Study the dynamics and risks involved in brand extension
• Understand the issues and constraints involved in entering a new market segment
• Examine the challenges faced by Dabur with respect to its foray into the ready-to-drink beverage category in India.
• Explore the strategies that Dabur could adopt in the future to succeed in the ethnic beverages market.

Keywords

Brand extension, Hajmola, Hajmola Yoodley, Ethnic beverages, Ready-to-Drink Ethnic Beverages, Dabur, Indian beverage industry, ‘Yoodley Shararat University’