New Delhi, July 15: Dabur India has decided to merge the family products and healthcare products divisions into one besides identifying five growth drivers in Vatika, Dabur, Hajmola, Anmol and Real brands to maximise shareholder value. The company has decided to restructure its fast moving consumer goods (FMCG) business by merging these two divisions and identifying growth driving brands while simultaneously initiating demerger of the pharmaceutical business into a separate company in a bid to spur growth.
"In the new brand architecture, we have decided to deploy far more resources for the growth of five key brands - Dabur, Vatika, Hajmola, Anmol and Real - and we will back these up with much stronger advertising and larger marketing spends," chairsman V C Burman said in the Annual Report for 2002-03 release said on Tuesday.
As part of focussed brand building strategy, Dabur will stress on certain key brands already well established in the consumer's mind, devising a clear positioning for each.

Thus, Vatika will stand for herbal beauty, Hajmola for tasty digestive, Real for fruit-based drinks, Anmol for value for money hair care and Dabur for natural health.
Besides, Dabur has decided to extend the Vatika brand from hair care products to personal wash category and this year could see the launch of a Vatika soap. Vatika will also be the skin care brand under which two products will be launched this year. Bureau Report