Change with the times: The success mantra of market leader Horlicks

The brand is also widening its appeal, targeting college-going youth as a recent digital campaign '#FearlessKota' emphasised

Tune in to any of the old Horlicks advertisements from the 1970s and the 1980s and a few things stand out; the distinctive glass bottles, a recurring narrative around a young mother, Suchitra, who looks after her family through summer, monsoon and ill-health and the unmistakable British accent of the voiceover. Over the years nearly everything has changed, glass bottles have been replaced with more modern packaging variants, the positioning is around children’s and women’s health and the brand speaks in multiple tongues. But the brand’s rise through the category has been steadfast, it continues to be the market leader