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Horlicks - GSKCH’s Mega Brand Transforms from a Health Food Drink to a wholesome Food & Beverage Brand

October 27, 2010 - New Delhi, Delhi, India

GlaxoSmithKline Consumer Healthcare unveiled its Mega Brand Horlicks in its new avatar. Horlicks, the mainstay for GSK Consumer Healthcare has over the years evolved to become a 1500+ crore Mega Brand with products under various categories like Biscuits, Nutribars and the most recent one being instant noodles, thereby completing its transition from a Health Food Drink major to a range of food & beverage brand, focusing on the health and wellness category.

Commenting on the transformation, Mr. Zubair Ahmed, MD, GSKCH said, “We are very excited with the opportunities in the health and wellness category prevalent in India today. It has been a natural progression for Horlicks from an HFD towards a food and beverage brand with its plethora of offerings, thereby cementing its place as a Mega Brand”.

“Horlicks has seen unprecedented growth in the last 3-4 years. With a 52% share in the HFD category, this move will further strengthen the equity that the brand enjoys amongst consumers,” added Mr. Ahmed.

As it prepares to enter the new decade, the immensely popular flagship brand of the company, Horlicks has undergone changes in look and feel in keeping with the changing times but still maintaining the core values for which the brand stands for across the years.

As India makes its historic journey to become a superpower, there are immense numbers of opportunities available for all Indians; the value proposition of brand Horlicks is aimed at providing the family with a healthy choice so as to be in ‘top form’ of health & be ready to grab these opportunities. “The new look and feel has been arrived at after a lot of consumer research and the inspiration has been taken from within the brand itself. The Wave on the packaging symbolizes Activity and ‘Sfoorti’ and the Milk and Wheat visual establish Horlicks as the Great Family Nourisher. The Blue and Orange colour have been a part of the Horlicks brand over the last many years- Blue signifies the Dynamism/ Sfoorti and Orange signifies the association of the brand as the nourisher of the family. The logo of the Horlicks Nutrition Academy reinforces the brand’s trust and equity in the consumers’ minds and also the fact that Horlicks has been backed by science and endorsed by experts” commented Mr. Shubhajit Sen, Executive Vice President-Marketing, GSKCH.

As part of the revamp, the brand is also investing in an extensive mass media campaign across TV, Print and mobile marketing. A nationwide activation campaign will also be announced this month as part of which, consumers will have to call & answer three simple questions on health, record their ‘mauka’ and they stand a chance to get their opportunity/mauka funded through Horlicks.

Driven by its mission to improve the quality of human life by enabling people to do more, feel better and live longer, GSKCH India is looking at bridging all gaps in the health and nutrition needs of the Indian consumer by growing organically and building the brand from strength to strength.

About GlaxoSmithKline Consumer Healthcare:

GSKCH is an associate of GlaxoSmithKline plc. of the U.K, a global science based healthcare company. GSKCH has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GSKCH is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha, Rajahmundry and Sonepat has a total workforce of about 2700 people.

GSKCH has a strong marketing and distribution network in India comprising over 1,000 wholesalers and direct coverage of over 3,50,000 retail outlets. Its flagship product, Horlicks, has been a widely regarded and highly respected brand for over 100 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition, markets and distributes a number of products in diverse categories, which include prominent household names such as Eno, Crocin and Iodex.

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Sophia Christina, Genesis Burson-Marsteller, +91 9999161478

Source: Business Wire India


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