Home News/PR Dabur expands the reach of Badshah Masala to international markets

Dabur expands the reach of Badshah Masala to international markets

by Food Drinks Innovation

FMCG major Dabur is taking its spice brand Badshah to overseas markets, expecting the brand it acquired last year to contribute around 4 per cent to international sales this fiscal, its CEO Mohit Malhotra said. The company is eyeing the diaspora markets of the US, UK and the Middle East and is in the process of getting regulatory approvals and upscaling manufacturing.

Also, in the domestic market, Dabur has plans to take Badshah Masala to North, East and South besides expanding further in western markets of Maharashtra and Gujarat.

“The business (Badshah) is growing and this year it should contribute around 3-4 per cent of our overall international business. We expect a high double-digit growth from here,” Malhotra told PTI.

According to him, overseas markets present a “big business opportunity” for Badshah, specially in the UK and US where there is a significant presence of Indian diaspora which consumes Indian spices.

“We feel Badshah has a lot of scope in the UK and US…We are upscaling our own manufacturing. Some international exports have already started,” said Malhotra.

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