NEW DELHI: FMCG company Dabur has tied up with Disney Consumer Products (DCP) in a character licensing deal to jointly promote its Dabur honey
squeeze packs. Disney characters Winnie the Pooh will feature on all honey packs.
Dabur leads the organised honey market with a 75%-plus share and its honey sales are estimated at Rs 120-130 core.
Dabur executive VP-marketing (healthcare) K.K. Rajesh said: "The tie-up will boost consumption of healthy foods such as honey among kids."
The company recently released ads featuring Bollywood star Amitabh Bachchan and cricket captain MS Dhoni. The ads show both celebrities jointly promoting the usage of honey, urging consumers to replace it with sugar. The ads have been created by ad agency Lowe. Though Mr Bachchan has been associated with Dabur for over three years, the company had recently signed up Dhoni.
Organised honey remains a small market with few players like Dabur. The bulk of honey consumption remains with the unorganised sector.