GlaxoSmithKline Consumer Healthcare Ltd. (GSKCH), the Indian associate of Glaxosmithkline plc, U.K., is a market leader in the Health Food Drinks industry in India with around 70% market share. Its flagship product is Horlicks which is over 100 years old. The Company also manufactures Boost, Viva, Maltova, and biscuits. It also promotes and distributes prominent brands in diverse categories such as Eno, Crocin and Iodex.
Till recently, Horlicks was only a health drink brand. However, over the last few months GSKCH has extended this brand across categories like biscuits, noodles and nutritional bars. It has also announced that it will be spending Rs. 300 Cr. to re-position Horlicks as its umbrella brand, rather than only a health drink brand.
So, will brand Horlicks continue to boost the company’s growth?