GSK Consumer Healthcare Ltd – the Horlicks-famed healthcare brand – is set to launch their protein supplement product for the Indian market. The product, Horlicks Protein+ is aimed at tapping “protein-deficient working Indian men”.
The company has developed Horlicks Protein+ in India.
“This is an entirely new segment. The protein supplements market in India is growing at upwards of 20% annually. Horlicks Protein+ is targeted at working adults who are most likely to miss the required quantum of protein intake in diet due to a hectic lifestyle,” media reports have quoted Vikram Bahl, area marketing lead (nutrition and digestive health), GSK Consumer Healthcare India, as saying. However, the product is not targeted at gym-goers who may look to build muscles through heavy exercise and protein supplements.
This is the first time GSK is targeting Indian adult men with an extension of brand Horlicks—which was originally brought to India by the British towards the end of World War-II as a dietary supplement.
With Horlicks Protein+, said Bahl, the company hopes to boost presence in top 100 towns across trade channels and leverage the online marketplaces, besides its core strength of chemist shops.
GSK hopes Horlicks Protein+ will help the company increase sales even in the weaker markets. “The market has huge potential. Besides the strong brand, the product is priced competitively, tastes great, and is one of our biggest marketing push in recent years,” Bahl added.
About 46% of GSK’s revenue comes from South India and 36% from East India, while the remaining comes from exports (8%), North India (7%) and West India (3%), according to the company’s presentation to analysts on 12 February. At present, India accounts for more than 80% of Horlicks sales.
Horlicks Protein+ will be available in two flavours—vanilla and chocolate—priced at ₹495 for 400 gm and ₹280 for 200 gm.
Besides Horlicks, GSK also markets three more malt-based health food drink brands—Boost, Viva and Maltova—in the Indian market. But the company’s expansion has, so far, been restricted to extensions of brand Horlicks.
The protein supplement market in India is estimated at ₹1,407 crore (retail value) in 2017, up from ₹1,017 crore in 2014, according to market research firm Euromonitor International.