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Fem will now become the fifth master brand in Dabur's portfolio. Dabur has only a minor presence in the skincare segment. With Fem's portfolio of skincare products, the company is targeting an entry into this the fast-growing segment.
Dabur also has plans to roll-out a new ayurvedic skin care brand by the first quarter of fiscal 2010. Dabur wants to operate its skin care vertical under three core categories.
According to Sunil Duggal, Dabur India's CEO, Fem Care Pharma will continue to operate as a separate subsidiary of Dabur and will consequently be merged into the company. The over-the-counter (OTC) business of Fem will be channelised into the consumer healthcare division of Dabur.
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