Horlicks India Restage

This case study describes how Horlicks, the malted milk drink - originally from the UK - which is the number one health drink in India, conducted a redesign to future proof its brand.

Horlicks India Restage

Agency: GSK Nutrition Design Team & Cowan

Executive Summary

Horlicks is the long standing number 1 Health Food Drink in India and the 3rd largest food and beverage brand with sales of £450M. It sells over 2 billion packs a year.

For 75 years it has been enjoyed by Indian families, and trusted by generations of mums for it's nutritional benefits that help kids grow 'Taller, Stronger and Sharper'. However India has seen rapid economic growth over recent decades bringing greater prosperity and brand choice. Brands need to stay modern and relevant to keep up with...

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