What was the reason behind segmenting the Chyawanprash market on the basis of age?
What is the key differentiator for Dabur Chyawan Junior and what kind of brands is it pitted against? Dabur is not segmenting the Chyawanprash market on the basis of age. Our effort is to make Chyawanprash relevant for all age groups and our campaigns have always been aimed at establishing this universal relevance of Dabur Chyawanprash. For ages it has been believed that Chyawanprash is used either by the old aged or by kids; so we are trying to make it more relevant across age groups by bringing in teenagers into the fold. Chyawanprash has always been known as the health giver and the elixir of life. Consumers see Chyawanprash as a problem solving product and an age-old Ayurvedic remedy that improves immunity. While mothers feed their kids Chyawanprash, the kidsonce they grow up and reach their teensgenerally move away from the product, and come back into the fold once they cross the thirties. While they know that Chyawanprash helps in overall development and building immunity, there
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- What was the reason behind segmenting the Chyawanprash market on the basis of age?
