Dabur to bring Turkish brand Hobby in India by Sept

Dabur to bring Turkish brand Hobby in India by Sept

"We are planning to launch some products from the Hobi portfolio in India. The products would initially be introduced in modern trade outlets only," Dabur India Chief Executive Officer Sunil Duggal told PTI.

Hobi Kozmetik sells a range of hair care and skin care products under 'Hobby' and 'New Era' brands across 35 countries, including the Middle East and North Africa.

He said the 'Hobby' range to be introduced in India, includes body wash, shampoos and soaps among others and will be positioned at the premium end of the market but did not provide the exact price range.

These products will be imported from Hobi Kozmetik's plants located in Turkey.

Last year, Dabur India made its first overseas acquisition by buying out Hobi Kozmetik Group for USD 69 million (about Rs 324 crore) to strengthen its presence in the Middle East and North Africa.

"With Hobby coming in, Dabur will have a bigger play in the personal care market, giving multiple choices to the consumers. Through 'Hobby' we are also entering into the new categories like body wash," a company official said.

Besides, Dabur is also looking at introducing its other skin care brand 'New Era' from the Hobi portfolio. "We are currently identifying the right mix of products to be launched in India from New Era. It will take sometime," the official said.