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GSK Consumer Healthcare Ltd is set to launch Horlicks Protein+, a protein supplement that the company has developed in India.
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 as a dietary supplement.
The protein supplements market in India is growing at upwards of 20% annually. Horlicks Protein+ is targeted at working adults who are most likely to miss the required quantum of protein intake in diet due to a hectic lifestyle.
The product is not targeted at gym-goers who may look to build muscles through heavy exercise and protein supplements.
With Horlicks Protein+, 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 per cent of GSK’s revenue comes from South India and 36 per cent from East India, while the remaining comes from exports (8 per cent), North India (7 per cent) and West India (3 per cent).