GSK to enter protein supplement segment with Horlicks Protein+
NEW DELHI: GSK Consumer Healthcare Ltd has found a new consumer segment—working Indian men—who the British company believes are protein deficient. Aimed at this segment, the local entity of the Brent ford headquartered firm is launching Horlicks Protein+, a protein supplement that the company has developed 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 the working adults who are most likely to miss required quantum of protein intake in diet due to hectic lifestyle,” said Vikram Bahl, Area Marketing Lead (Nutrition and Digestive health), GSK Consumer Healthcare
THIS IS THE FIRST TIME GSK IS TARGETING INDIAN ADULT MEN WITH AN EXTENSION OF THE HORLICKS BRAND
India. 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. 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 February 12. At present, India accounts for more than 80% of Horlicks sales.
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.
Horlicks Protein+ will be available in two flavours— vanilla and chocolate—priced at ₹495 for 400 gm and ₹280 for 200 gm.