Kolkata-based FMCG firm Emami is foraying into the glucose energy drink category under the Zandu brand as part of plans to strengthen its product portfolio.
The company that has been test marketing the 'Zandu Gluco Charge' in West Bengal is planning to launch the product across the country within a year in a phased manner.
"Since West Bengal has a very high consumption of glucose because of the extreme heat and humidity, we would first concentrate in this region before we roll out the product in other markets," Emami CEO (Sales) Krishna Mohan told PTI.
On the national roll-out plan, he said, "Depending on the results of the test marketing we are planning for a pan India launch at the earliest."
According to Mohan, the company is looking at southern states, including Andhra Pradesh and Tamil Nadu, as the next market for the glucose drink.
"By next January-February, we could have a pan India presence. But it will depend on a lot of factors," he said.
When asked how the company has decided to launch the new product under the Zandu brand, he said, "Zandu has a strong brand equity in the healthcare sector and that is what we will leverage."
Emami, which at present sells brands, including Boroplus antiseptic cream and Mentho Plus, has ambitious plans in the glucose category which is estimated to be around Rs 600 crore, growing at around 16% year on year.
Heinz and Dabur are the two major players in the market currently.
"We have ambitious plans in this category. The idea is to be a differentiator in the category and provide value add to the consumer at an affordable price range," Mohan said.
According to the company, Zandu Gluco Charge will be available in three flavours -- Classic, Orange and Pineapple, priced at Rs 21 for a 100 gm pack and Rs 40 for a 200 gm pack respectively for the Classic variant, and Rs 26 for the 100 gm pack of Orange and Pineapple.
