GlaxoSmithKline Consumer Healthcare is expanding into newer sub-categories in a bid to offer specialised taste options to consumers. Continuing its focus on launching traditional flavours, the company has introduced its flagship product — Horlicks — in kesar (saffron) and badaam (almond) flavour.
The company in the past has launched badaam flavour for Horlicks Lite and flavours such as classic masala, mild kurma and southern spics for oats.
Jayant Singh, Executive Vice-President, Marketing, GSK Consumer Healthcare, said flavours play a big role in the whole food experience, with consumers always looking for variety. The company’s focus on launching more traditional flavours across products is expected to help it increase penetration in rural markets.
With the input prices going up, the company has also hiked the price of Horlicks by about 3-4 per cent. But, given the fact that consumers have been facing pressures of inflation, this has been a measured increase, Singh said.
A 500-gm bottle of Horlicks, which was earlier priced at Rs 184, is now priced at Rs 191. Similarly, 500-gm bottle of Junior Horlicks, which was priced at Rs 216, is now priced at Rs 226.
On the challenging times being faced by the FMCG sector, Singh said, “The sector’s growth has come down a few notches. Both urban and rural growth has been impacted.” He said the challenges posed by the economic slowdown had been compounded by inflation, which had impacted the sector.
meenakshi.v@thehindu.co.in