Dabur India is in talks to buy '30-Plus' multi-vitamin supplement brand from Ajanta Pharmaceuticals. The deal is expected this week and will be under 50 crore. The buyout is being structured in a way that it would give the new owner complete control of the 30-Plus brand, trademark and its usage across markets and geographies.
The acquisition will be Dabur's third in a span of under 10 months. The other two being Turkey-based personal care firm Hobi Kozmetik last year, followed soon after with American personal care maker Namaste Labs. It will also mark the first time Dabur has acquired only a brand and not a whole enterprise. Both its local buys - Balsara Hygiene and Home products six years ago and Fem Care Pharma in 2008, were buyouts. Over the last six months, there has been a spurt in mergers and acquisitions (M&A) in the domestic FMCG space, with firms hoping to boost revenues through niche products.
The OTC healthcare segment in India, estimated at 7,000-8,000 crore, including sales of ayurvedic products and allopathic medicines is growing at about 20-25%. Unlike prescription medicines, OTC can be aggressively scaled up because they can be advertised in mass media. Launched in 1990, 30-Plus was positioned as an energising capsule for men over 30. It soon became the 500 crore Ajanta Pharma's key brand. However, after the initial launch hype, Ajanta did not invest in the brand, as the firm shifted focus from OTC products to specialty prescription drugs. The domestic market for energisers is fragmented and dominated by local brands and unbranded remedies. Ranbaxy's Revital is the market leader with annual sales of around 160 crore in India alone, growing at about 25%.
Dabur, maker of Real juices and Vatika shampoo, had said last year that OTC healthcare would be a key growth driver under its new 'vision plan', which aims to double turnover to 7,000 crore and profits to 1,000 crore by 2013-14. The company closed 2010-11 with 4,109.85 crore in revenue and 568.58 crore in profits.
| Company Name | CMP |
|---|---|
| Hindustan Unilever | 2464.85 |
| Godrej Consumer Prod | 1228.05 |
| Dabur India | 522.35 |
| Colgate Palmol. (I) | 2911.90 |
| P&G Hygiene | 15817.00 |
| View more.. | |
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