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Chennai, Nov. 20 One of the country’s leading pain management products company Amrutanjan on Thursday relaunched its flagship product – Amrutanjan Pain Balm.

According to Mr Sambhu Prasad, Managing Director, Amrutanjan Healthcare Ltd, the company has changed the packaging and the brand positioning to increase brand recall in the market. It also has launched a new multi-media campaign to support the new brand positioning.


The new TV commercial, created by Mudra South, captures some funny accidental situations where people get hurt. Then comes a message ‘Pain comes without warning. Be ready with Amrutanjan’. The company has earmarked Rs 6 crore for the campaign.

Currently, Amrutanjan has six products — pain balm in three variants (pain balm, strong balm, maha strong balm), Dragon liquid, joint ache cream and muscular pain spray.

While pain balms and dragon liquid are available across the country, the joint ache cream and muscular pain spray have been launched in select pockets in Tamil Nadu and Orissa. “We are planning to launch these products in West Bengal very soon,” said Mr Manoj Nair, Head – Marketing.

Market share

The Rs 83-crore Amrutanjan’s current national market share is around 25 per cent. According to Mr Nair, South is the biggest contributor (54 per cent) followed by North and East. The company has 1,400 stockists and the products are available in over half-a-million outlets across the country.

(This article was published in the Business Line print edition dated November 21, 2008)
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