Fast-moving consumer goods companies, such as Dabur India, Reckitt Benckiser, Marico, enter niche markets to lessen competition, increase margins

Jasmine Durate

LOS ANGELES , December 20, 2011 (Industry Intelligence) – Fast-moving consumer goods (FMCG) companies are venturing into new product categories that have better profitability. Most of these variants are either in niche or premium range categories, where competition is less competitive and margins are larger, reported India Today on Dec. 19.

Dabur India, maker of Real juice and Chyawanprash, is planning to create aroma products, such as car fresheners and candles, under its popular Odonil brand.

Dabur’s beauty care brand, Femcare,  is now looking to launch a line of high-end professional grooming products, such as facial kits.

Femcare is also planning to launch a range of products targeted specifically at spas, beauty salons and beauty centers.

Femcare has already introduced different facial kits, including Fem Gold Professional Facial Kit and Fem Queen's Pearl Professional Facial Kit. 

Marico Ltd., which has a current presence in the hair care market with Parachute oil, plans to break into body lotions and other beauty products.

Consumer goods company Reckitt Benckiser plc has launched a premium variant of its popular Dettol brand, called the No Touch Hand Wash System, a battery operated soap dispenser that detects hand movement and automatically dispenses the necessary amount of soap.

The primary source of this article is India Today, Mumbai, India, on Dec. 19, 2011.

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