Zydus Wellness: Breaking barriers, making India sugar free

Sugar Free, the market leader in India's artificial sweetener category, increased penetration with a 'sugar-free India' message and induced shoppers to opt for Sugar Free as the healthier option to cane sugar.

The Marketing Objective

Sugar Free with a 94% market share is the market leader in Artificial Sweetener Category. However, the category is still at a very nascent stage with just 1% penetration & Diabetic consumers form 90% of the total consumers.

Therefore, despite of having high brand awareness (Top of mind-57%, & Spontaneous awareness-43%), consideration & trial rate for the brand has remained low.

This meant Sugar Free needed to move from Only for Diabetics & table top consumption to consumer's monthly grocery basket replacing Sugar.

Hence the key objective was to increase the category penetration, wherein the key decision...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands