Dabur's Fame Ultra Care sanitary napkins will now compete with P&G which sells sanitary care products under the Whisper brand, as well as J&J's Stayfree
New Delhi: Packaged consumer goods company Dabur India on Wednesday announced its foray into women's personal hygiene with the launch of Fem Ultra Care sanitary napkins.
Fame is already a personal care brand sold by Dabur; It sells bleaching cream. Dabur will now compete with P&G and Johnson & Johnson's Stayfree, which sell sanitary care products under the Whisper brand.
For now, the product will be sold online- it is being launched on e-commerce marketplace Flipkart. Announcing the launch, the company said that this launch will further strengthen the presence of brand Fame in the personal care market in India.
"The world around us is rapidly evolving. As a women-centric brand, Fem understands the specific needs of women, and continuously innovates our product range to meet the emerging and unmet needs of our consumers And is expanding further. With the launch of Fem Ultra Care Sanitary Napkin, we are fulfilling an unmet consumer need for a superior feminine hygiene product at a pocket-friendly price," says E-Commerce & Modern Business Dabur India Business Head Smarth Khanna said.
To be sure, Dabur India's FMCG portfolio includes brands like Dabur Chyawanprash, Dabur Honey, Dabur Honitus, it also sells personal care brands like Dabur Amla, Vatika and Dabur Red Paste and Real in the food and beverage category.
"We are delighted to add Dabur's latest offering 'FAME Ultra Care Sanitary Napkins' to our platform. Flipkart's extensive customer base can now enjoy the benefits of an ever-increasing selection of personal care and hygiene with Dabur's offering," Kanchan Mishra, Senior Director – FMCG, General Merchandise & Home at Flipkart, said.
As part of the product launch, Dabur also announced a new social initiative to support women's health. For every pack of Fame Ultra Care sanitary napkins sold, Dabur has promised to give one sanitary napkin free of cost to an underprivileged girl child.
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