MARKET DEMAND:

As part of its growth, the brand has plans to introduce a new range of health drinks
for toddlers, female adolescents, and active adults in the next few years.
According to reports, Complan has around 8 per cent share in the Rs 5,500 crore
nutritional drink market in India. Apart from Horlicks and Complan, the category
is marked by the presence of brands such as by GSK’s Boost and Cadbury’s
Bournvita. Vikramajit Singh, Chief Marketing Officer, Kraft Heinz India, the
parent company of Complan tells us, “Owing to its past as a milk-deficient state
more than half a century ago, consumers in both TN and WB developed and
retained their affinity for milk/malt-based beverages. The two states make up 1/3 rd
of the market when it comes to the category of health beverages – all brands put
together. For Complan, the share is even greater, and the two states make up about
40 per cent of the demand. In terms of category penetration, 40 to 45 per cent
homes in urban markets consume health beverages, while it is about to 20-25 per
cent in rural markets.”
The Kraft Heinz Company is the fifth-largest food and beverage company in the
world, with eight $1 billion+ brands. Its Indian arm has home grown brands like
Complan, Glucon-D and Nycil under it.
The brand is growing at a health rate of 20 per cent, as against the average category
growth which hovers around 5-8 per cent. As per Singh, the growth rate expected
in this fiscal is also double digit, which the brand is confident of achieving.
Complan has been consistently increasing its store footprint, especially in smaller
towns of UP and Bihar, where there is tremendous growth potential. Complan is
now present in over 5.25 lakh stores across India (source: Nielsen, January 2021),
a 21% increase from 2019.
SALES IN MARKET

Analysts estimate Complan to have contributed around 40-45 percent of

the Rs 1,700 crore to Rs 1,800 crore sales of Kraft Heinz in India for
FY17.

Along with Complan, the $8 billion Chicago-based company controlled

by Warren Buffett’s Berkshire Hathaway and private equity firm 3G
Capital markets energy drink brands such as Glucon-D, Heinz Tomato
Ketchup, and prickly heat powder Nycil.