Competition and Industry

It is a 135 year old brand constantly reinventing itself. Horlicks has long been the favorite health drink of India. The brand commands above 50%  market share in Indian Health Drink industry which is valued at around Rs 1300 crore.

It is dominating the Rs 2200 crore malted food drinks (MFD) market, enjoying steady growth and 52.6% of the market share.

COMPETITOR ANALYSIS:

Horlicks vs. Complan

• Heinz Complan is its nearest competitor.
• Complan provides its consumers with the necessary nutrients all round growth, but due to the fact that Horlicks was the first to come out with various flavours, which ensured its current market position.
• Horlicks has always been able to price itself lesser than the competition, thus being able to appeal to the price conscious Indian consumer.
• Complan has never reinvented its product design while Horlicks attracts the consumers (mainly children) with its attractive design. Each of its products has a consumer centric design , e.g. Junior Horlicks has animalistic design to target infants, Women's Horlicks it's shaped as a slim healthy lady and in a feminine red colour.

Horlicks vs. Bournvita 

• Children always go for the tastiest option, and Cadbury Bournvita offers two options one being Cadbury Bournvita 5 star magic and the other being Cadbury Bournvita++.
• New Bournvita ++ offers taste and essential nutrients for all round growth.
• Horlicks beats Bournvita Five Star Magic by providing new flavors in chocolate, vanilla, honey etc.
• Horlicks edges over new Bournvita++ with their slogan "Exams ka bhoot bhagao"