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The Journey of HFD
Industry
By Sachi Adhvaryu
Mastermind Credo
For Nation
We Will Always Follow Formal Practice Of Business Pay All Our
Taxes And Fulfill All Legal Liabilities & Our Responsibilities
Towards Our Nation. The Amount Left After Fulfilling All Our
National And Citizen Responsibility Would Be The Actual Profit For
Us & Only That Is What We Deserve.
Objective
• To share my understanding on HFD Industry & major
market players in India.
Health Food Drinks Market in India
• Divided into two categories: White Powders[Horlicks,Complan
etc], Brown Powders[ Bournvita,Boost etc]
• Health Drink powders consumed as milk substitute & nutrient
booster
• India’s Health drink market pegged around 4000 crores [90000
tonnes] and expected to reach approximately 8000 crores by
2016
• India’s worlds largest malt based drinks market with share of
almost 22% in the worlds total retail volume
MFD consumption in India
Major Players & Brands
 Glaxo Smithkline Consumer Healthcare
 Horlicks
 Boost
 Maltova
 Viva
 Mondeleze International
 Bournvita
 Heinz
 Complan
 Amul
 Nutramul
 PRO
GSKCH
 GSK Consumer Healthcare Continues to lead in the health
drink segment , with 57.5% [value share] and 65.1% [volume
share] till 2014.
 The HFD category contributes 77 per cent to GSKCH's
revenues of Rs 3,079 crore for calendar 2012.
  Between 2009 and 2014 GSKCH has launched more than 12
products including Foodles, Horlicks Gold, Sensodyne,
Horlicks Oats, and Horlicks Nutribic, among others. This is
over and above other brand relaunches that GSKCH does from
time to time to stay relevant to its young consumer profile
Market Share of Major Brands
Horlicks
 Horlicks is 140 years old brand.
 Founded by British brothers James and William Horlicks in 1873.
 It is now manufactured by GSKCH
 Horlicks was first invented to substitute milk as baby food
Journey over the Year
Segmenting, Targeting, Positioning
• Horlicks’s share 50% of the branded health food drinks market.
• Market share of GSKCH which owns Horlicks, Viva and
Maltova
Sources
• www.economictimes.com
• www.businesstoday.in
• www.timesofindia.com
Health Food Drink Industry

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Health Food Drink Industry

  • 1. The Journey of HFD Industry By Sachi Adhvaryu
  • 2. Mastermind Credo For Nation We Will Always Follow Formal Practice Of Business Pay All Our Taxes And Fulfill All Legal Liabilities & Our Responsibilities Towards Our Nation. The Amount Left After Fulfilling All Our National And Citizen Responsibility Would Be The Actual Profit For Us & Only That Is What We Deserve.
  • 3. Objective • To share my understanding on HFD Industry & major market players in India.
  • 4. Health Food Drinks Market in India • Divided into two categories: White Powders[Horlicks,Complan etc], Brown Powders[ Bournvita,Boost etc] • Health Drink powders consumed as milk substitute & nutrient booster • India’s Health drink market pegged around 4000 crores [90000 tonnes] and expected to reach approximately 8000 crores by 2016 • India’s worlds largest malt based drinks market with share of almost 22% in the worlds total retail volume
  • 6. Major Players & Brands  Glaxo Smithkline Consumer Healthcare  Horlicks  Boost  Maltova  Viva  Mondeleze International  Bournvita  Heinz  Complan  Amul  Nutramul  PRO
  • 7. GSKCH  GSK Consumer Healthcare Continues to lead in the health drink segment , with 57.5% [value share] and 65.1% [volume share] till 2014.  The HFD category contributes 77 per cent to GSKCH's revenues of Rs 3,079 crore for calendar 2012.   Between 2009 and 2014 GSKCH has launched more than 12 products including Foodles, Horlicks Gold, Sensodyne, Horlicks Oats, and Horlicks Nutribic, among others. This is over and above other brand relaunches that GSKCH does from time to time to stay relevant to its young consumer profile
  • 8. Market Share of Major Brands
  • 9. Horlicks  Horlicks is 140 years old brand.  Founded by British brothers James and William Horlicks in 1873.  It is now manufactured by GSKCH  Horlicks was first invented to substitute milk as baby food
  • 12.
  • 13. • Horlicks’s share 50% of the branded health food drinks market. • Market share of GSKCH which owns Horlicks, Viva and Maltova