Zydus Wellness brings the new Complan Immuno Gro into the market by launching it in Tamil Nadu which targets the Rs 940 crore market of the state. It claims to be enriched with 20 Ayurvedic herbs including Amla, Ashwagandha, and Brahmi which support immunity, and memory and bring about growth. It is advertised by a TV commercial showing Actor Sneha as a mother who is highlighting the drink's benefits.
As Complan Immuno Gro is entering with potential, it is also facing challenges with existing health drinks. Previously brands such as Horlicks, Bournvita, etc faced challenges for their genuine contribution to health, they argued that these health drinks cannot replace the nutritional value of a balanced diet.
While Complan Immuno Gro contains ayurvedic herbs their efficacy in health benefits is still not clear when consumed in powder form as a nutritional drink.
The involvement of Actor Sneha in the TV commercial as a marketing strategy is aimed at gaining consumer trust. These strategies are used to gain attention but not compulsorily validate the product's efficacy.
"There is a marked shift in consumer mindset as natural and herbal products have become the go-to solution for most modern problems and immunity concerns. Our new offering, Complan Immuno-Gro, is based on scientifically designed Ayurvedic innovations catering to growing children's immunity needs. Through this pilot launch, we also aim to gain market share and expand our foothold in the white powder segment. Further, Sneha's association with the brand will help us reiterate our values as she is the embodiment of trust, care, and well-being amongst mothers," Tarun Arora, CEO, of Zydus Wellness, said.
Complan Immuno Gro is providing opportunities for Zydus Wellness in the market of health drinks. One of the main challenges is to blend traditional claims and scientific validation. Fulfilling consumer expectations will be crucial for the success of such products.
(Input from various sources)
(Rehash/Rutika Mehetre/MSM)
