New Delhi: Ayurveda is becoming the new buzzword as far as marketing of healthcare products is concerned. Analysts say consumers are showing more interest in Ayurveda because of increasing health consciousness and increasing awareness of the side effects of allopathic medicines.

Dabur India for one, is increasing its focus on its consumer healthcare (CHD) business and plans to introduce a number of new products over the next two years. The company will launch various new products in the classical and branded ethical category of ayurvedic medicinal formulations and will launch four-five new ayurvedic medicines in the near future.

Dabur Consumer Healthcare's medicinal products come in two categories; classical and branded ethical medicines.

In the latter segment, the company plans to launch 14 more products while in the branded ethical segment, which consists of prescribed  medicines such as Dabur Mensta, the company will launch four major products. The new launches will be accompanied by new packaging of its products and an aggressive marketing strategy to give an impetus to its CHD business, growing at 38.5 per cent per annum.

The company is also formulating a new strategy for brand - Honitus, which  will double the base of the cough and cold brand. The target is to turn Honitus into a Rs15 crore brand in the next two years. Currently, the brand commands a market share of 14 per cent, according to industry estimates.

While Dabur Consumer Healthcare will reach out to the consumers through television and print advertisements, it is also planning a lot of outdoor activities that will include stockists, doctors and the consumer himself.

Dabur has also identified focus areas for its Ayurveda business such as Maharashtra, Gujarat, Karnataka and Kerala and will launch marketing initiatives with a local flavour. In Kerala, for instance, the communication is in Malayalam and the packaging carries Malayalam lettering to appeal the local consumers. The company is also identifying markets that are traditionally strong in the usage of ayurvedic products.

Dabur is focussing on the 'services' sector through its 'Dabur Ayurvedic Centres' where doctors will provide free consultation to patients. The company plans to open more health camps (around 3500 in the next quarter) to popularise the modern ayurveda formats. The company plans to add 300 more Ayurvedic centres to the existing 250.

Dabur's Consumer Healthcare business clocked a turnover of Rs 140 crore in 2005-06 and is expected to cross Rs 200 crore within two years.