The Hindu Business Line : GSK leverages Horlicks brand to enter new categories

Mumbai, March 12 GlaxoSmithKline Consumer Healthcare (GSKCH) has decided to create different products for the urban and rural markets under its flagship brand Horlicks.

“We intend creating new categories and consumers. There are different health needs of rural and urban consumers and our R&D team is in the process of developing different products for these two markets,” said Mr Shubhajit Sen, Executive Vice-President - Marketing, GSKCH.

“Horlicks is a mega brand and we will be extending its equity and entering three new products categories this year. In fact, we intend being present in each and every health-based category,” added Mr Sen.

Having introduced the Nutri bars recently, the company intends garnering 10 per cent of its sales from its new product. In the past, Horlicks has also been extended as biscuit brand in the eastern and southern markets. With a 56 per cent value share in the Rs 1,800-crore malted foods category, Horlicks has been growing at 18 per cent and is poised for more innovations during the course of the year.

Market for malted brands

Cornering nearly 70 per cent of the malted foods category with its other brands such as Boost, Maltova and Viva, GSK has decided to evaluate new opportunities for the rest of its malted brands.

“Viva and Maltova are regional brands and we are always evaluating new opportunities for these brands,” said Mr Sen.

Last year, GSK also extended the equity of its corporate brand Glaxo into high-end protein supplements to be recommended by doctors. “Today both Horlicks and Glaxo have different roles to play in our portfolio. While Glaxo has been re-introduced as a brand and is recommended by doctors, Horlicks has been targeting the general consumer,” Mr Sen said.

GSK, however, has decided to stay away from advertising its brands during the IPL’s second season.

“In the summer months, we do not generally advertise for hot beverages and that is the time when the IPL matches will be played,” added Mr Sen.

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