Dabur recently re-branded its largest selling brand Chyawanprash, an ayurvedic health tonic, as a youth product. A youth icon would connect better to the targeted age segment and so its brand ambassador was changed to Mahendra Singh Dhoni from Amitabh Bachchan. Chyawanprash is one of those brands that blurs the distinction between FMCG products and pharmaceuticals. Many companies want to be positioned where the product would be considered as a benefit to both categories. Drug companies want to get into healthcare, and vice versa.
The consumer healthcare segment is growing at a whopping 18%, 1.5 times the rate of FMCG sector.Rising fees of medical professionals, an increasing zeal for self-medication, aggressive marketing and faith in the conventional system of ayurveda are the key growth drivers for this sector. Increase in expenditure with a blend of lifestyle related diseases and increasing awareness among public, makes sure there is an ever-growing demand in the market. With the arrival of many foreign and domestic players, much of which came through inorganic methods has made this segment open and attractive. With the recent take over of Paras brand by Reckitt, a dominant FMCG player in the market, has now access to many OTC brands such as Moov pain relief, Krack heel cream, D’Cold and Itch Guard.
Paras’s excellent distribution network, covering over two million locations across India, will hurl the RB’s OTC portfolio.
Emami is another player grasping hold of healthcare segment with products like Sona Chandi Chywanprash, Himani Fast Relief, Mentho plus Zandu. A major appeal for OTC pharmaceutical companies are the margins, which are double in case of FMCG.
The personal care market has a penetration which is six times that of healthcare market on one hand, whereas healthcare market is increasing at 20% year on year whereas personal care segment at 15%.Chemists play an important role in the success of OTC drugs, taking charge of daily ailments for consumers who cannot decide their medication. People prefer to purchase OTC medicines from chemist shops rather than grocery stores, where they are readily available. The main reason for this consumer behavior is because of the advice given by chemists.
Simultaneously, drug manufacturers are also seeping their way through the FMCG segment. For instance, Aventis pharma, launched Combiflam cream in selected markets. Combiflam has been traditionally served as an OTC pain relief tablet.The future holds tremendous growth prospects for both the industries if they work in synchronization.
Anurag is the Chief Branding Officer at Brandcare
http://brandcare.net/
The consumer healthcare segment is growing at a whopping 18%, 1.5 times the rate of FMCG sector.Rising fees of medical professionals, an increasing zeal for self-medication, aggressive marketing and faith in the conventional system of ayurveda are the key growth drivers for this sector. Increase in expenditure with a blend of lifestyle related diseases and increasing awareness among public, makes sure there is an ever-growing demand in the market. With the arrival of many foreign and domestic players, much of which came through inorganic methods has made this segment open and attractive. With the recent take over of Paras brand by Reckitt, a dominant FMCG player in the market, has now access to many OTC brands such as Moov pain relief, Krack heel cream, D’Cold and Itch Guard.
Paras’s excellent distribution network, covering over two million locations across India, will hurl the RB’s OTC portfolio.
Emami is another player grasping hold of healthcare segment with products like Sona Chandi Chywanprash, Himani Fast Relief, Mentho plus Zandu. A major appeal for OTC pharmaceutical companies are the margins, which are double in case of FMCG.
The personal care market has a penetration which is six times that of healthcare market on one hand, whereas healthcare market is increasing at 20% year on year whereas personal care segment at 15%.Chemists play an important role in the success of OTC drugs, taking charge of daily ailments for consumers who cannot decide their medication. People prefer to purchase OTC medicines from chemist shops rather than grocery stores, where they are readily available. The main reason for this consumer behavior is because of the advice given by chemists.
Simultaneously, drug manufacturers are also seeping their way through the FMCG segment. For instance, Aventis pharma, launched Combiflam cream in selected markets. Combiflam has been traditionally served as an OTC pain relief tablet.The future holds tremendous growth prospects for both the industries if they work in synchronization.
Anurag is the Chief Branding Officer at Brandcare
http://brandcare.net/
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