AMRUTANJAN

Amrutanjan was launched as a painrelief balm in 1893 in Mumbai, by freedom fighter Dessodharaka Kasinadhuni Pantulu.

“It was formulated using Ayurveda, as a native alternative to western medicinal pain-relief products which were being forced upon Indian consumer during colonial times,” says S. Sambhu Prasad, chairman and MD, Amrutanjan Healthcare Ltd. “And to this day, the founding values of consumer satisfaction, holistic healing and pain relief without side effects are the pillars that this iconic brand stands on,” he says.

One can safely say that Amrutanjan is one of the oldest pain-relieving balms in the world that is still controlled by its founding family.

In addition to conventional advertising, the company uses social media campaigns. “Our marketing strategy is built on this promise, “kick out pain”, which gives consumers the

One can safely claim that Amrutanjan remains one of the oldest pain-relieving balms in the world that is still controlled by its founding family. It’s 124 years old

freedom to manage their health and deal with pain once and for all,” Prasad adds. “While we have modernised the delivery system using sprays and gels, we have not deviated from the principles as far as product formulations go.”

For a 124-year-old brand, the multi-generational recommendation is what drives core business.

“Consumer recommendation is critical and has been a metric which we as marketers ensure we grow and don’t take for granted,” says Prasad. Several new brands have entered the market so how does Amrutanjan hold its own?

“Offering it at price points helped. Amrutanjan pioneered the ‘two rupee’ balm in India by offering it in sachets for the first time. The strategy was to make the balm available in different models to revive the business —like body spray, gels, and creams.

“And as long as we focus on the customer and business fundamentals we are confident of a bright future. We have modernised consumer experience while keeping the core intact,” Prasad says.