Pudin Hara has made its way to the Indian market in the year 1990 and is available in three different formats – Pudin Hara Liquid (bottle format), Pudin Hara Pearls (blister pills) and Pudin Hara Lemon Fizz (powder).

Ajay Singh Parihar, marketing head – OTC Healthcare, Dabur India, said that Liquid form of the product is the oldest, In addition to it, he says that “Pearls is the most consumed format. The more recent powder format with Pudin Hara Fizz is mainly used for quick relief from acidity problems.” The way of consumption remains the same throughout geographies.

Parihar also says that the brand’s focus is equal on all three formats as they have different consumer usage reasons, and also it helps the brand expand its consumer base.

The ad film features Sharma who can be seen attending a family function where he suffers from acidity due to excessive eating, his sister in law comes to his rescue with the ‘regular powder’ but is immediately stopped by his wife who offers him Pudin Hara Fizz which finally helped him get the instant relief. The film very beautifully captures the product features and helped the product to position itself as a better option than the regular powder.

Parihar commenting on the ad’s ideation says that the campaign seeks to reach out to the youth and build relevance with them by showcasing the benefits of Pudin Hara in their daily lifestyle, which is heavily infested with junk and unhealthy food.

“Pudin Hara Liquid is the oldest format, while Pearls is the most consumed one,” said Ajay Singh Parihar

“Dabur Pudin Hara is an age-old remedy for issues related to the stomach. It not only cures stomach-related issues but also gives coolness to the stomach. Given the evolving trends in lifestyles and work patterns, consumers today are continuously multi-tasking and, therefore, they require effective and natural solutions,” says Parihar.

“Dabur offers the benefits of traditional Ayurveda in modern-day formats to combat daily health issues, and Pudin Hara is one sure-shot solution for multiple gastric disorders. Considering the numerous diseases prevalent during the summer season, Dabur Pudin Hara helps in managing stomach problems,” he added.

Parihar disclosed that both the Pudin Hara team and the creative agency were looking for popular Bollywood numbers for the campaign. The challenge, he says, “Was to ensure that the song also has a connection with the acidity problem and relief in a very melodious and relevant manner. Finally, the song lyrics ‘Na bole tum, na maine kuch kaha…’ was selected and we reworked the song a bit to build relevance for the brand.”

Parihar mentions that the product contains pudina (mint) satva which forms the main ingredient. It is packed with antioxidants and phytonutrients that can work wonders for the stomach, especially during the scorching summer months. From ages, Pudina is known to give effective relief and has an excellent carminative impact on stomach problems. It helps to bring calming and cooling effect on stomach cramps, and its ability to fight acidity and flatulence. Other brands running in the same category are: GSK’s ENO, Sun Pharmaceutical’s Pepfiz, Mankind Pharma’s Gas-O-Fast, and others

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Mohit Malhotra, CEO of Dabur India Ltd, said,“Demand dynamics have changed significantly. To meet this consumer need, Dabur has launched a range of hygiene products, including health soaps under the Dabur Sanitize brand,”

With increased demands for health products, the company has launched this product to offer protection from the germs as said in the soap cover. In these lockdowns, demands for soaps, sanitizers, disinfectants have become higher than usual as it became mandatory to keep us and our surroundings clean to fight this virus.

The company known for its health products like Chywanprash, honey and so on has now chosen to enter the sanitary sector where the demands are on rise. People are also depending upon such brands to help them stay safe in such critical situations. Thus, the company has chosen the right time to come up with the idea of sanitary soaps.

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Dabur in its complaint states that Saffola has brought a lot of things in similarity to Dabur in its product which includes the yellow cap, dome-shaped label, use of honeycombs on the label  and also other similarities,

In response to the paperwork filed by Dabur, the courtroom stated in its interim order that “An overall comparison of the two product as noted above would prima-facie show a similarity causing confusion in the minds of the buyer, even though the trade name Saffola is prominently noted on the bottle.”

“It is clarified that this interim injunction would not apply to the products already sold by the defendant in the market and the defendant will maintain the accounts thereof which will be submitted to this court,” the order additional stated whereas setting the following date of listening to in August. In a similar appeal by Marico both the parties involved agreed that the “order be kept in abeyance since the interim application preferred by the plaintiff/respondent herein is still pending consideration and has not been disposed of,” according to a court order of 17th July.

“The matter is sub judice before the Delhi High Court and we will therefore not be able to comment on the case,” a Marico spokesperson stated in an email response. “We would like to inform that Marico continues to manufacture and sell Saffola Honey.”

Dabur in response to the order declined to say anything giving the reason that the case is still under sub-judice.

Dabur in its statement to the court said that it had been promoting Dabur Honey for a very long time since 1965, and the new brand packaging and the shape of the present bottle were adopted in the year 2013, retaining major elements of the trade dress and other important features. Dabur additionally gave out the figures of its gross sale in its honey segment between 2019-2020, which stood at Rs. 482 crores.  Marico, on the other hand, comes before its customers under the brand name Saffola along with oil, oats, and packaged meals, the portfolio have further been extended with the inclusion of honey into it from the month of June.

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