Leveraging Trends To Turn Around the Tables

Ghosh discusses the trends in the health food drinks (HFD) segment in India as of 2023. In 2019 when Zydus Wellness decided to acquire Heinz India, it seemed a non-conformist decision: The HMD category was already slowing down and the brand was losing its share. Over the years, the market dynamics c...

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Bibliographic Details
Published in:Entrepreneur (Santa Monica, Calif.) Calif.), 2024-03, Vol.52 (2), p.54
Main Author: Ghosh, Shrabona
Format: Magazinearticle
Language:English
Subjects:
Beverages
Industrywide conditions
Market shares
Market strategy
Natural & organic foods
Online Access:Get full text
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Summary:Ghosh discusses the trends in the health food drinks (HFD) segment in India as of 2023. In 2019 when Zydus Wellness decided to acquire Heinz India, it seemed a non-conformist decision: The HMD category was already slowing down and the brand was losing its share. Over the years, the market dynamics changed with the inception of COVID-19. Complan's current market share stands at 4.5 per cent. The company is now focusing on innovations to focus on portfolio diversification and expansion with an aim to recruit new customers through differentiated propositions supported by strong go-to- market strategy.
ISSN:0163-3341