Hajmola enters pure confectionery market with Chuzkara

Dabur India Limited, India's leading natural Health Care company, today announced the extension of its popular brand Hajmola into the pure Confectionery space with the launch of Hajmola Chuzkara, a first-of-its-kind semi-liquid candy with its very own Khatta Meetha taste. The new brand Hajmola Chuzkara, which will be rolled out nationwide this month, will be endorsed by Bollywood cine star Ajay Devgn.

The launch of Chuzkara marks a significant milestone for Dabur's popular digestive brand Hajmola as it also marks the introduction of a brand new format in the confectionery market in India.

Announcing the launch Dabur India Ltd. Category Head–Digestives Ajay Parihar said: “Hajmola Chuzkara comes with a unique Khatta Meetha taste experience that is distinct from the typical confectioneries that are present in the market today. Hajmola Chuzkara is the latest example of Dabur’s continued focus on innovation to drive strong growth. The product, with its amazing taste & bold communication, would stand out in the confectionery category.”

A new 360-degree campaign, encompassing television, print and digital, would soon be launched to communicate the new introduction. Dabur will undertake both above-the-line and below-the-line activities to promote the new brand. There would be a host of activities ranging from promotions in colleges and offices to aggressive in-market merchandising.
Priced at Rupees Two per sachet, Hajmola Chuzkara is a first of its kind product in India. “The Indian confectionery market is one of the fastest-growing markets in the world with a strong double-digit annual CAGR. Hajmola Chuzkara, with its unique blend of all-natural ingredients and Irresistible taste will excite consumers across all age groups,” Parihar said.