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How Zydus Wellness is trying to regain Complan s lost glory
Tarun Arora, CEO, Zydus Wellness said that the company, to begin with, is investing massively to improve the penetration of the Complan brand in mass markets
Ajita Shashidhar | January 7, 2021 | Updated 01:19 IST
Remember the popular jingle I am a Complan Boy, I am a Complan Girl ? This popular ad campaign, which had successfully driven home the belief that Complan was the best nutrition supplement for a growing child through the eighties and nineties, somehow lost its way over the years. Frequent change of hands - from GSK to Kraft Heinz and then to Zydus Wellness - as well as frequent changes in formulation and positioning took a toll on the brand. Complan s market share, which a decade ago was in the region of 14-15 per cent (Horlicks has an over 60 per cent share), is now around 6-7 per cent of the overall malt-based beverage category. However, the brand s new owner Zydus Wellness (it acquired Heinz India for Rs 4,5