he reason and vision behind this move is not to be perceived as only a health

drink provider. Hence Horlicks is trying very hard to enter in the allied health
food and beverage categories. In spite of having more than 70% market share in
malted health drinks segments, Horlicks is trying to diverse the product portfolio
because, to be alive in the market, they have to be innovative and keep updating
their offerings as per consumer needs.(Khicha, 2011) Now this can be happened
in two ways: product line extension and brand extension.