Consumer Health in India

CONSUMER HEALTH IN INDIA
Euromonitor International
June 2015
LIST OF CONTENTS AND TABLES

Consumer Health in India - Industry Overview ............................................................................. 1
Executive Summary ..................................................................................................................... 1
Consumer Health Registers Steady Growth in 2014 ................................................................ 1
Herbal/traditional Products Continues To Enjoy Strong Sales .................................................. 1
Domestic Companies Lead Consumer Health in Terms of Share............................................. 1
Chemists/pharmacies Continues To Rule Retail Distribution .................................................... 1
Weight Management Is Expected To Drive Growth in the Future ............................................. 1
Key Trends and Developments .................................................................................................... 1
Rising Awareness Regarding Health and Wellness Drives Growth .......................................... 1
International Companies Continue To Dominate Majority of Value Sales ................................. 2
Unconventional Retail Channels Continue To Be the Strongest ............................................... 2
Territory Key Trends and Developments ...................................................................................... 3
East and Northeast India .......................................................................................................... 3
North India ................................................................................................................................ 4
South India ............................................................................................................................... 4
West India ................................................................................................................................. 5
Rural Vs Urban Key Trends and Developments ........................................................................... 6
Trends ...................................................................................................................................... 6
Competitive Landscape ............................................................................................................ 6
Prospects .................................................................................................................................. 6
Market Indicators .......................................................................................................................... 7
Table 1
Table 2
Consumer Expenditure on Health Goods and Medical Services: Value

2009-2014 .................................................................................................... 7
Life Expectancy at Birth 2009-2014 ............................................................. 7
Market Data .................................................................................................................................. 7

Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Sales of Consumer Health by Category: Value 2009-2014 .......................... 7

Sales of Consumer Health by Category: % Value Growth 2009-2014 ......... 8
Sales of Consumer Health by Region: Value 2009-2014 ............................. 8
Sales of Consumer Health by Region: % Value Growth 2009-2014 ............ 8
Sales of Consumer Health by Rural vs Urban: % Value 2014 ...................... 8
NBO Company Shares of Consumer Health: % Value 2010-2014 ............... 9
LBN Brand Shares of Consumer Health: % Value 2011-2014 ................... 10
Distribution of Consumer Health by Format: % Value 2009-2014 .............. 10
Distribution of Consumer Health by Format and Category: % Value
2014 ........................................................................................................... 11
Forecast Sales of Consumer Health by Category: Value 2014-2019 ......... 13
Forecast Sales of Consumer Health by Category: % Value Growth
2014-2019 .................................................................................................. 14
Forecast Sales of Consumer Health by Region: Value 2014-2019 ............ 14
Forecast Sales of Consumer Health by Region: % Value Growth
2014-2019 .................................................................................................. 14
Appendix .................................................................................................................................... 15
OTC Registration and Classification ....................................................................................... 15
Vitamins and Dietary Supplements Registration and Classification ........................................ 16
Self-medication/self-care and Preventive Medicine ................................................................ 16
Switches ................................................................................................................................. 17
Passport
Sources ...................................................................................................................................... 17
Summary 1
Research Sources ...................................................................................... 17
Consumer Health in India - Company Profiles............................................................................ 20

Amway India Enterprises Pvt Ltd in Consumer Health (india) .................................................... 20
Strategic Direction .................................................................................................................. 20
Key Facts ................................................................................................................................ 20
Summary 2
Summary 3
Amway India Enterprises Pvt Ltd: Key Facts .............................................. 20

Amway India Enterprises Pvt Ltd: Operational Indicators ........................... 20
Company Background ............................................................................................................ 20

Competitive Positioning .......................................................................................................... 21
Summary 4
Amway India Enterprises Pvt Ltd: Competitive Position 2014 .................... 21
Dabur India Ltd in Consumer Health (india) ............................................................................... 21

Key Facts ................................................................................................................................ 21
Summary 5
Summary 6
Dabur India Ltd: Key Facts ......................................................................... 21

Dabur India Ltd: Operational Indicators ...................................................... 22

Production .............................................................................................................................. 22
Summary 7
Dabur India Ltd: Competitive Position 2014 ............................................... 23
Emami Ltd in Consumer Health (india) ....................................................................................... 23

Key Facts ................................................................................................................................ 23
Summary 8
Summary 9
Emami Ltd: Key Facts ................................................................................ 23

Emami Ltd: Operational Indicators ............................................................. 24

Production .............................................................................................................................. 24
Summary 10
Emami Ltd: Competitive Position 2014....................................................... 25
Herbalife International India Pvt Ltd in Consumer Health (india) ................................................ 25

Key Facts ................................................................................................................................ 25
Summary 11
Summary 12
Herbalife International India Pvt Ltd: Key Facts ......................................... 25

Herbalife International India Pvt Ltd: Operational Indicators ...................... 26

Summary 13
Herbalife International India Pvt Ltd: Competitive Position 2014 ................ 26
Ranbaxy Laboratories Ltd in Consumer Health (india) ............................................................... 26

Key Facts ................................................................................................................................ 27
Summary 14
Summary 15
Ranbaxy Laboratories Ltd: Key Facts ........................................................ 27

Ranbaxy Laboratories Ltd: Operational Indicators ..................................... 27

Passport
II
Summary 16
Ranbaxy Laboratories Ltd: Competitive Position 2014 ............................... 28
Adult Mouth Care in India - Category analysis ........................................................................... 29

Headlines ................................................................................................................................... 29
Trends ........................................................................................................................................ 29
Competitive Landscape .............................................................................................................. 29
Prospects ................................................................................................................................... 29
Category Data ............................................................................................................................ 30
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Sales of Adult Mouth Care: Value 2009-2014 ............................................ 30

Sales of Adult Mouth Care: % Value Growth 2009-2014............................ 30
NBO Company Shares of Adult Mouth Care: % Value 2010-2014 ............. 30
LBN Brand Shares of Adult Mouth Care: % Value 2011-2014 ................... 31
Forecast Sales of Adult Mouth Care: Value 2014-2019 ............................. 31
Forecast Sales of Adult Mouth Care: % Value Growth 2014-2019 ............. 31
Analgesics in India - Category analysis ...................................................................................... 32

Headlines ................................................................................................................................... 32
Trends ........................................................................................................................................ 32
Prospects ................................................................................................................................... 33
Category Data ............................................................................................................................ 33
Table 22
Table 23
Table 24
Table 25
Table 26
Table 27
Table 28
Sales of Analgesics by Category: Value 2009-2014 .................................. 33

Sales of Analgesics by Category: % Value Growth 2009-2014 .................. 33
Sales of Topical Analgesics/Anaesthetic by Format: % Value
Breakdown 2009-2014 ............................................................................... 34
NBO Company Shares of Analgesics: % Value 2010-2014 ....................... 34
LBN Brand Shares of Analgesics: % Value 2011-2014 .............................. 35
Forecast Sales of Analgesics by Category: Value 2014-2019.................... 36
Forecast Sales of Analgesics by Category: % Value Growth 20142019 ........................................................................................................... 36
Calming and Sleeping in India - Category analysis .................................................................... 37

Trends ........................................................................................................................................ 37
Cough, Cold and Allergy (hay Fever) Remedies in India - Category analysis ............................ 38
Headlines ................................................................................................................................... 38
Trends ........................................................................................................................................ 38
Prospects ................................................................................................................................... 39
Category Data ............................................................................................................................ 39
Table 29
Table 30
Table 31
Table 32
Table 33
Table 34
Table 35
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by

Category: Value 2009-2014 ....................................................................... 39
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: % Value Growth 2009-2014....................................................... 40
Sales of Decongestants by Category: Value 2009-2014 ............................ 40
Sales of Decongestants by Category: % Value Growth 2009-2014 ........... 40
NBO Company Shares of Cough, Cold and Allergy (Hay Fever)
Remedies: % Value 2010-2014 ................................................................. 41
LBN Brand Shares of Cough, Cold and Allergy (Hay Fever)
Remedies: % Value 2011-2014 ................................................................. 42
Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by
Category: Value 2014-2019 ....................................................................... 42
Passport
III
Table 36

Category: % Value Growth 2014-2019....................................................... 43
Dermatologicals in India - Category analysis.............................................................................. 44

Headlines ................................................................................................................................... 44
Trends ........................................................................................................................................ 44
Prospects ................................................................................................................................... 45
Category Data ............................................................................................................................ 45
Table 37
Table 38
Table 39
Table 40
Table 41
Table 42
Sales of Dermatologicals by Category: Value 2009-2014 .......................... 45

Sales of Dermatologicals by Category: % Value Growth 2009-2014 ......... 46
NBO Company Shares of Dermatologicals: % Value 2010-2014 ............... 46
LBN Brand Shares of Dermatologicals: % Value 2011-2014 ..................... 46
Forecast Sales of Dermatologicals by Category: Value 2014-2019 ........... 47
Forecast Sales of Dermatologicals by Category: % Value Growth
2014-2019 .................................................................................................. 47
Digestive Remedies in India - Category analysis ....................................................................... 49

Headlines ................................................................................................................................... 49
Trends ........................................................................................................................................ 49
Prospects ................................................................................................................................... 50
Category Data ............................................................................................................................ 50
Table 43
Table 44
Table 45
Table 46
Table 47
Table 48
Sales of Digestive Remedies by Category: Value 2009-2014 .................... 50

Sales of Digestive Remedies by Category: % Value Growth 20092014 ........................................................................................................... 51
NBO Company Shares of Digestive Remedies: % Value 2010-2014 ......... 51
LBN Brand Shares of Digestive Remedies: % Value 2011-2014 ............... 51
Forecast Sales of Digestive Remedies by Category: Value 2014-2019 ..... 52
Forecast Sales of Digestive Remedies by Category: % Value Growth
2014-2019 .................................................................................................. 53
Eye Care in India - Category analysis ........................................................................................ 54

Headlines ................................................................................................................................... 54
Trends ........................................................................................................................................ 54
Prospects ................................................................................................................................... 55
Category Data ............................................................................................................................ 55
Table 49
Table 50
Table 51
Table 52
Table 53
Table 54
Sales of Eye Care by Category: Value 2009-2014 ..................................... 55

Sales of Eye Care by Category: % Value Growth 2009-2014 .................... 55
NBO Company Shares of Eye Care: % Value 2010-2014.......................... 55
LBN Brand Shares of Eye Care: % Value 2011-2014 ................................ 56
Forecast Sales of Eye Care by Category: Value 2014-2019 ...................... 56
Forecast Sales of Eye Care by Category: % Value Growth 2014-2019 ..... 56
Nrt Smoking Cessation Aids in India - Category analysis ........................................................... 57

Headlines ................................................................................................................................... 57
Trends ........................................................................................................................................ 57
Prospects ................................................................................................................................... 58
Category Indicators .................................................................................................................... 58
Table 55
Number of Smokers by Gender 2009-2014................................................ 58
Passport
IV
Category Data ............................................................................................................................ 58

Table 56
Table 57
Table 58
Table 59
Table 60
Table 61
Table 62
Sales of NRT Smoking Cessation Aids by Category: Value 2010-2014 ..... 58

Sales of NRT Smoking Cessation Aids by Category: % Value Growth
2010-2014 .................................................................................................. 58
Sales of NRT Gum by Flavour: % Value Breakdown 2009-2014 ............... 59
NBO Company Shares of NRT Smoking Cessation Aids: % Value
2010-2014 .................................................................................................. 59
LBN Brand Shares of NRT Smoking Cessation Aids: % Value 20112014 ........................................................................................................... 59
Forecast Sales of NRT Smoking Cessation Aids by Category: Value
2014-2019 .................................................................................................. 60
Forecast Sales of NRT Smoking Cessation Aids by Category: %
Value Growth 2014-2019 ........................................................................... 60
Wound Care in India - Category analysis ................................................................................... 61

Headlines ................................................................................................................................... 61
Trends ........................................................................................................................................ 61
Prospects ................................................................................................................................... 61
Category Data ............................................................................................................................ 62
Table 63
Table 64
Table 65
Table 66
Table 67
Table 68
Sales of Wound Care by Category: Value 2009-2014 ................................ 62

Sales of Wound Care by Category: % Value Growth 2009-2014 ............... 62
NBO Company Shares of Wound Care: % Value 2010-2014 .................... 62
LBN Brand Shares of Wound Care: % Value 2011-2014 ........................... 62
Forecast Sales of Wound Care by Category: Value 2014-2019 ................. 63
Forecast Sales of Wound Care by Category: % Value Growth 20142019 ........................................................................................................... 63
Sports Nutrition in India - Category analysis............................................................................... 64

Headlines ................................................................................................................................... 64
Trends ........................................................................................................................................ 64
Prospects ................................................................................................................................... 65
Category Data ............................................................................................................................ 65
Table 69
Table 70
Table 71
Table 72
Table 73
Table 74
Sales of Sports Nutrition by Category: Value 2009-2014 ........................... 65

Sales of Sports Nutrition by Category: % Value Growth 2009-2014 .......... 65
NBO Company Shares of Sports Nutrition: % Value 2010-2014 ................ 66
LBN Brand Shares of Sports Nutrition: % Value 2011-2014 ...................... 66
Forecast Sales of Sports Nutrition by Category: Value 2014-2019 ............ 66
Forecast Sales of Sports Nutrition by Category: % Value Growth
2014-2019 .................................................................................................. 67
Vitamins and Dietary Supplements in India - Category analysis ................................................ 68

Headlines ................................................................................................................................... 68
Trends ........................................................................................................................................ 68
Vitamins...................................................................................................................................... 68
Dietary Supplements .................................................................................................................. 69
Prospects ................................................................................................................................... 70
Category Data ............................................................................................................................ 70
Summary 17
Summary 18
Dietary Supplements: Brand Ranking by Positioning 2013 ........................ 70

Multivitamins: Brand Ranking by Positioning 2013 ..................................... 70
Passport
Table 75
Table 76
Table 77
Table 78
Table 79
Table 80
Table 81
Table 82
Table 83
Table 84
Sales of Vitamins and Dietary Supplements by Category: Value 20092014 ........................................................................................................... 71

Sales of Vitamins and Dietary Supplements by Category: % Value
Growth 2009-2014 ..................................................................................... 72
Sales of Multivitamins by Positioning: % Value 2009-2014 ........................ 73
Sales of Dietary Supplements by Positioning: % Value 2009-2014 ........... 73
NBO Company Shares of Vitamins and Dietary Supplements: %
Value 2010-2014 ........................................................................................ 73
LBN Brand Shares of Vitamins and Dietary Supplements: % Value
2011-2014 .................................................................................................. 74
LBN Brand Shares of Vitamins: % Value 2011-2014 ................................. 75
LBN Brand Shares of Dietary Supplements: % Value 2011-2014 .............. 76
Forecast Sales of Vitamins and Dietary Supplements by Category:
Value 2014-2019 ........................................................................................ 77
Forecast Sales of Vitamins and Dietary Supplements by Category: %
Value Growth 2014-2019 ........................................................................... 78
Weight Management in India - Category analysis ...................................................................... 79

Headlines ................................................................................................................................... 79
Trends ........................................................................................................................................ 79
Prospects ................................................................................................................................... 80
Category Data ............................................................................................................................ 80
Table 85
Table 86
Table 87
Table 88
Table 89
Table 90
Sales of Weight Management by Category: Value 2009-2014 ................... 80

Sales of Weight Management by Category: % Value Growth 20092014 ........................................................................................................... 80
NBO Company Shares of Weight Management: % Value 2010-2014........ 81
LBN Brand Shares of Weight Management: % Value 2011-2014 .............. 81
Forecast Sales of Weight Management by Category: Value 20142019 ........................................................................................................... 81
Forecast Sales of Weight Management by Category: % Value Growth
2014-2019 .................................................................................................. 82
Herbal/traditional Products in India - Category analysis ............................................................. 83

Headlines ................................................................................................................................... 83
Trends ........................................................................................................................................ 83
Prospects ................................................................................................................................... 84
Category Data ............................................................................................................................ 84
Table 91
Table 92
Table 93
Table 94
Table 95
Table 96
Sales of Herbal/Traditional Products by Category: Value 2009-2014 ........ 84

Sales of Herbal/Traditional Products by Category: % Value Growth
2009-2014 .................................................................................................. 85
NBO Company Shares of Herbal/Traditional Products: % Value 20102014 ........................................................................................................... 85
LBN Brand Shares of Herbal/Traditional Products: % Value 20112014 ........................................................................................................... 86
Forecast Sales of Herbal/Traditional Products by Category: Value
2014-2019 .................................................................................................. 87
Forecast Sales of Herbal/Traditional Products by Category: % Value
Growth 2014-2019 ..................................................................................... 87
Passport
VI
Passport
VII
CONSUMER HEALTH IN INDIA INDUSTRY OVERVIEW

EXECUTIVE SUMMARY
Consumer Health Registers Steady Growth in 2014
2014 registered steady growth for consumer health on a year-on-year basis. The growth was
driven by the increased number of lifestyle-related disorders and a rising awareness amongst
consumers to be healthy and fit. This combined with the lack of time and increased annual
disposable incomes helped to drive the growth of consumer health in 2014.
Herbal/traditional Products Continues To Enjoy Strong Sales

Herbal/traditional products continued to enjoy strong growth in value sales. Though the trend
was moving towards the quick remedy of ailments, this remained primarily an urban
phenomenon. Semi-urban and rural population continued to prefer slow working but with no side
effect herbal/traditional consumer health products.
Domestic Companies Lead Consumer Health in Terms of Share

A longstanding presence and extremely strong distribution network across pan-India helped
domestic companies to remain the leader in terms of value. These domestic brands were not
just associated with medicines, but with most of the FMCG products, and continued to be
common household names.
Chemists/pharmacies Continues To Rule Retail Distribution

The majority of consumer health sales continued to be generated through
chemists/pharmacists. This was observed as chemists had the highest penetration in the
country along with the largest number of outlets. As a result, this channel continued to be the
most popular for consumer health sales. However, in terms of growth, non-store retail made a
distinct impression on the masses in 2014 as well.
Weight Management Is Expected To Drive Growth in the Future

Weight management is expected to grow the fastest over the forecast period. The growth will
be driven by urban consumers for whom looking fit became extremely important during 2014.
This will continue over the forecast period as well, and with the increasingly fast paced lives,
weight management will help them to manage their weight in a healthy and convenient manner.
KEY TRENDS AND DEVELOPMENTS

Rising Awareness Regarding Health and Wellness Drives Growth
2014 continued to witness strong current value growth for consumer health at 11%. The
growth was primarily driven by weight management and sports nutrition. Consumer health in
India in 2014 was no longer limited to solutions for physical ailments. Indian consumers were
acutely aware of the need to look good and be healthy in 2014. With their fast-paced lifestyles
and increased annual disposable incomes, this need was catered for by weight management
Passport
and sports nutrition. Although the awareness regarding these products and the overall rise in
health and wellness was primarily limited to urban India, the growth was driven by all consumers
whether in metropolitans or tier 2 cities. This was most apparent for weight loss due to the
corporate culture, where almost everyone has a sedentary job. The percentage of the
population aged 15 years and above suffering from obesity increased to 3% in 2014. This
combined with stress led the percentage of the adult population who smoked to remain steady
at 7%. Within a short space of time, and the lifestyle choices made by consumers, consumer
health registered strong popularity amongst urban consumers in 2014.
Outlook
The increase in growth of consumer health due to the lifestyle changes will continue over the
forecast period as well. In 2014 itself, the number of female smokers registered an increase,
whereas male smokers decreased. This was a unique phenomenon in Indian demography. The
increasingly fast paced lives, higher annual disposable incomes and less of a stigma regarding
drinking and smoking will help to drive the growth of consumer health over the forecast period.
This will be observed most conspicuously for weight management, sports nutrition and
emergency contraception. India is at the cusp of completely going through a revolutionary
change in lifestyle choices, consumers were moving away from the traditional living scenario of
staying with their parents to living alone, eating mostly at home to eating at restaurants and
many other lifestyle choices. These changes will drive consumers towards easier and quicker
solutions to their physical ailments, thereby driving the growth of consumer health in India.
International Companies Continue To Dominate Majority of Value Sales

The leading consumer health company in 2014 continued to be Dabur India Ltd. However,
overall the competitive landscape was dominated by international players. Companies such as
Herbalife International India Pvt Ltd, Amway India Enterprises Pvt Ltd, PGT Healthcare and
GlaxoSmithKline Consumer Healthcare Ltd and several others contributed nearly 31% share of
the total value sales generated in 2014. This was due to firstly, certain products such as weight
management and vitamins and dietary supplements being completely dominated by
international players. Vitamins and dietary supplements, weight management and sports
nutrition were promoted in the country by international companies, which helped to increase the
knowledge regarding them amongst consumers and also, develop strong brand recall as well.
As a result of this, consumers continued to prefer international companies over domestic ones.
Domestic manufacturers, although big in the country, were primarily known for OTC products,
as they enjoyed first mover advantage in this category.
Outlook
The stronger foothold of international brands may not continue into the forecast period.
Domestic companies realised the needs of the new age consumer, where consumer health
products were no longer ailment specific, but rather an everyday supplement along with a
wholesome meal. This will definitely be exploited by domestic manufacturers as well.
Furthermore, domestic companies have a much stronger distribution network and brand recall
value pan-India, and not just in urban India; hence, the chances of success is strong and will
remain an imminent threat to the growth of international companies in India.
Unconventional Retail Channels Continue To Be the Strongest

Beauty specialist retailers, other healthcare specialist retailers, homeshopping and internet
retailing emerged as the strongest growing channels in 2014, with 30%, 24%, 23% and 22%
respective increases. The growth was driven by vitamins and dietary supplements, sports
Passport
nutrition and weigh management. Although the biggest retail channel continued to be
chemists/pharmacies, the reach of these unconventional channels continued to grow in 2014.
This was observed as most of these smaller retail channels in the case of store-based retailing
allowed consumers to shop for more than one type of product under the same roof, thereby
allowing them to save time and provide them with the convenience of one-stop shopping. In the
case of non-store retailing, these unconventional retail channels provided consumers with the
lowest prices with the convenience of sitting at home and shopping. Hence, these retail
channels enjoyed a good year in 2014.
Outlook
The trend of strong sales through unconventional channels is expected to continue into the
forecast period as well. Consumers already had very busy lifestyles, which will continue to
become busier. This combined with the increased annual disposable income, reach of
technology and overall shortage of time, will push consumers to switch to retail channels, where
one can buy all related products under the same roof without spending too much time on the
same. As a result of this, non-store retailing is expected to register the strongest retail sales
growth over the forecast period.
TERRITORY KEY TRENDS AND DEVELOPMENTS

East and Northeast India
Trends
The weather conditions in the east and northeast India is primarily hot and humid. As a result
of which the biggest products such as topical analgesics/anaesthetic, cough remedies,
antacids, and topical germicidals/antiseptics continued to be very popular.
Chemists/pharmacies continued to dominate sales in consumer health in 2014 as modern
retailing is only present in urban areas. Chemists/pharmacies had a stronger reach in semiurban and rural areas.
Competitive landscape
The two most popular companies in east and northeast India continued to be Dabur India Ltd
and Emami Ltd. These companies have an extremely strong presence and brand image in
this region of the country.
Regional players were mostly involved in homeopathy in east and north east India. In the
case of standard medication the brands which continued to be popular were the same as a
pan-India level.
Prospects
Consumers in east and northeast India continued to be strong followers of homeopathic and
home remedies. These medicines were hence tough competition for allopathic medicines.
Consumer health is expected to grow by a value CAGR of 4% at constant 2014 prices over
the forecast period. This growth will be driven by weight management and sports nutrition.
This is expected across the country, as the penetration and knowledge regarding these
products continued to be low, and hence had extremely strong growth potential.
The continued preference of homeopathy over allopathy will prove to be a big threat for the
development of consumer health in east and northeast India. Companies will have to change
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the mind-set of locals with the help of strong promotional campaigns so that consumers start
to make that switch.
North India
Trends
A rise in medical care costs (doctors consultation fees) for common ailments, encouraged
consumers to self-medication and thus there was an increased demand for OTC products.
Big pharmaceutical companies pushed the sales of unconventional OTC products, as per the
Indian consumer base, as there was greater acceptance of such products amongst educated
consumers. One such area was paediatric healthcare, which registered an increased
awareness amongst consumers.
Leading players in ayurvedic and homeopathy were Dabur India Ltd and The Himalaya Drug
Co. These companies registered strong growth as the majority of their products fall under
OTC. Direct selling companies including Herbalife International India Pvt Ltd and Amway
Enterprises India Pvt Ltd also registered the highest growth in their sales for North Indian
region.
Regional players were important, although in OTC they were not so successful. OTC as a
category was treated like FMCG and any company intending to build a strong demand for its
product was prepared to spend money on brand building, marketing, advertising and sales
promotion. Small companies did not carry out all of these activities and mainly relied on
chemists/pharmacies to push the products.
Prospects
The biggest strength of north India is that Delhi will remain as the most vital centre of
regulatory network as far as the pharma industry is concerned. The activities, if not
manufacturing or exporting, will continue to be in North India which was one of the most
promising regions for the industry. North India is still important for the pharma players as
states like Uttar Pradesh, Delhi, Punjab and Haryana will continue to be major markets of
consumption, due to the demographic and geographic strength of the region. This will help
push the sales of consumer health over the forecast period as well.
The Northern region is expected to witness high growth in overall healthcare products and
services and for OTC products as well. Northern Indian is gripped by many seasonal diseases
due to extreme weather situations and people usually try out self-medication before going to
physician. This will continue into the forecast period.
South India
Trends
South India registered current value growth of 10% and continued to be the second biggest in
terms of value sales after north India in 2014. The growth was primarily driven by increased
acceptance of consumer health products amongst consumers, as most of the working
population in the southern states worked in information technology, were educated and
modern. Hence, they were more open to the idea of trying these medicines for quicker relief
over other regional consumers in the country.
Passport
OTC, vitamins and dietary supplements, and herbal/traditional products continued to be the
leading consumer health value generators in south India. This was the same across panIndia, as the penetration of each of the products remained low, and hence enjoyed strong
growth potential.
Dabur India Ltd, Herbalife International India Pvt Ltd and Emami Ltd had a strong presence in
south India as well. As south India mostly has tropical weather conditions, companies which
catered to ailments common in summers such as dermatologicals and digestives were
popular in the region.
Most of the companies in south India concentrated on expanding their distribution via modern
retail as the presence and popularity of modern retail was most strong in south India.
Prospects
South India is expected to grow by a value CAGR of 4% at constant 2014 prices over the
forecast period. The growth will be driven by weight management and sports nutrition, as both
of them had a niche presence across India, and hence the strongest growth potential.
With long summers and monsoons, the use of OTC and vitamins and dietary supplements in
south India is expected to continue growing strongly over the forecast period.
West India
Trends
2014 registered a strong drift towards the use of OTC in west India. More consumers
depended upon OTC medicines which were easily available across the cities. Advertisements
(television, printed, and in-store promotions) played an important role for increasing sales of
OTC medications especially for ailments such as cough, cold and hay fever, digestive
remedies and analgesics.
Consumers in west India, started to see the advantages of using OTC medication, and hence
worked towards increasing their knowledge regarding the same. Consumers realised that the
extra cost of going to a physician was not always required, and started to rely on OTC more in
2014.
Consumer health was dominated by international manufacturers as well as domestic
manufacturers. International brands such as Crocin by GlaxoSmithKline Consumer
Healthcare Ltd, Vicks by Procter & Gamble Hygiene & Health Care Ltd were the primary
choices for analgesics and cough, cold and allergy (hay fever) remedies in West India.
Domestic brands such as Hajmola by Dabur India Ltd and Himani Boroplus by Emami Ltd
were the leaders in digestive remedies and dermatologicals respectively.
Prospects
West India is expected to grow by a value CAGR of 4% at constant 2014 prices over the
forecast period. The growth will be driven by herbal/traditional medicines only. As consumers
will continue to prefer medicines with no side effects over standard medicines. Companies
such as Amrutanjan Health Care Ltd, The Himalaya Drug Co and Emami Ltd will continue to
remain popular amongst consumers.
Passport
Weight management, sports nutrition and vitamins and dietary supplement will continue to
grow over the forecast period as well, and help drive the growth of consumer health. Due to
changes in lifestyles, long working hours and insufficient time, consumers will definitely prefer
products which can be helpful in keeping their body healthy and stress free.
RURAL VS URBAN KEY TRENDS AND DEVELOPMENTS

Trends
Growth of vitamins and dietary supplements, weight management and sports nutrition
continued to be driven by urban consumers in India. This was observed as the prices for
these products were quite expensive and the awareness regarding these products was quite
low. Hence, the primary consumer base continued to be limited to the urban population base
only.
Consumption of medicines, even OTC, remained limited to a small consumer base. As
Indians either preferred home remedies for small ailments or obtaining a prescription. Indian
consumers continued to be sceptical about medicating themselves without a proper
consultation from the doctor. This was most apparent for children and the elderly population.
Competitive Landscape
Domestic companies such as Dabur India Ltd and Emami Ltd continued to be preferred
across pan-India, especially in rural India. This was observed as both companies had much
stronger distribution across rural India compared to other international brands. This was
further strengthened by the fact that these companies enjoyed first mover advantage and
were priced more affordably compared to international brands.
Rural areas preferred OTC over other consumer health products. This was evident as the
knowledge regarding vitamins and dietary supplements, weight management and sports
nutrition remained low amongst the rural consumer base.
Traditional medicine or Ayurveda was important across both rural and urban Indians.
Although urban Indians were more inclined towards trying standard medicines over rural, the
foothold of Ayurveda over standard medicines was still relatively stronger. This was observed
as Ayurveda is an extremely old form of medicine used in the country, it does not have any
side effects, available easily and much more affordable compared to standard medicines.
Prospects
The current low penetration represents a huge opportunity for pharmaceutical companies to
expand in the rural markets, which are expected to be the growth drivers for the domestic
pharma industry in the coming years.
Rising income levels leading to more affordability, improving health infrastructure, and
increasing incidence of lifestyle diseases along with the use of health insurance are fuelling
the growth in rural areas.
While the industry players admitted that there lay huge potential for future expansion for the
rural markets of the country, a new model for distribution and delivery is required to actually
achieve that feat.
Passport
Passport
MARKET INDICATORS
Table 1
Consumer Expenditure on Health Goods and Medical Services: Value 20092014
INR bn
Pharmaceuticals,
medical appliances/
equipment
Outpatient services
Hospital services
Total
Source:
2009
2010
2011
2012
2013
2014
733.3
800.9
858.8
979.0
1,088.8
1,237.0
517.8
264.9
1,516.1
571.4
291.5
1,663.8
617.6
314.4
1,790.8
707.6
359.7
2,046.2
790.0
401.1
2,279.9
902.0
457.3
2,596.4
Euromonitor International from official statistics, trade associations, trade interviews
Table 2
Life Expectancy at Birth 2009-2014
years
Males
Females
Source:
2009
2010
2011
2012
2013
2014
63.7
67.2
64.0
67.5
64.3
67.7
64.5
68.0
64.7
68.3
65.0
68.5
Euromonitor International from official statistics
MARKET DATA
Table 3
Sales of Consumer Health by Category: Value 2009-2014
INR million
OTC
Sports Nutrition
Vitamins and Dietary
Supplements
Weight Management
Herbal/Traditional
Products
Allergy Care
Paediatric OTC Healthcare
Consumer Health
Source:
Note 1:
Note 2:
Note 3:
2009
2010
2011
2012
2013
2014
48,259.3
2,316.4
33,115.6
53,391.0
2,530.0
37,882.8
59,486.5
2,927.2
43,401.0
68,117.4
3,483.2
48,946.6
76,131.4
4,200.5
54,514.4
83,949.7
5,000.0
59,562.3
1,917.6
31,559.4
3,725.5
35,626.0
6,870.3
39,518.5
9,517.3
44,417.9
11,852.9
49,775.1
14,513.0
55,204.6
1,788.7
85,608.8
2,229.4
97,529.4
2,915.6
112,684.9
3,487.2
130,064.4
3,896.6
146,699.1
4,281.5
163,025.0
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Consumer Health total is the sum of OTC, Sports Nutrition, Vitamins and Dietary Supplements, Weight
Management, and the subcategories of Herbal Medicinal Teas and Herbal Smoking Cessation Aids.
Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric OTC healthcare is an
aggregate of paediatric categories in OTC and vitamins and dietary supplements; and herbal/traditional
products is an aggregate of herbal/traditional categories in OTC and vitamins and dietary supplements,
except herbal/traditional medicinal teas and herbal/traditional smoking cessation aids.
2014 data is provisional and based on part-year estimates.
Table 4
Passport
Sales of Consumer Health by Category: % Value Growth 2009-2014
% current value growth
OTC
Sports Nutrition
Vitamins and Dietary Supplements
Weight Management
Herbal/Traditional Products
Allergy Care
Consumer Health
Source:
Note 1:
Note 2:
Note 3:
2013/14
2009-14 CAGR
2009/14 Total
10.3
19.0
9.3
22.4
10.9
9.9
11.1
11.7
16.6
12.5
49.9
11.8
19.1
13.7
74.0
115.9
79.9
656.9
74.9
139.4
90.4
Table 5
Sales of Consumer Health by Region: Value 2009-2014
INR million

North India
South India
West India
India
Source:
Note:
Table 6
2009
2010
2011
2012
2013
2014
16,028.5
25,715.8
22,760.8
21,103.7
85,608.8
18,384.2
29,541.4
25,651.9
23,951.8
97,529.4
21,320.5
34,246.5
29,508.2
27,609.8
112,684.9
24,825.3
39,502.2
33,958.9
31,778.1
130,064.4
28,166.1
44,566.9
38,064.7
35,901.4
146,699.1
31,525.4
49,635.8
41,939.0
39,924.8
163,025.0
Sales of Consumer Health by Region: % Value Growth 2009-2014

North India
South India
West India
India
Source:
Note:
Table 7
2013/14
2009-14 CAGR
2009/14 Total
11.9
11.4
10.2
11.2
11.1
14.5
14.1
13.0
13.6
13.7
96.7
93.0
84.3
89.2
90.4
Sales of Consumer Health by Rural vs Urban: % Value 2014
India
Urban
Rural
Total
73.2
23.8
96.9
Source:
Note:
Table 8
NBO Company Shares of Consumer Health: % Value 2010-2014
% retail value rsp

Company
Dabur India Ltd
Herbalife International
India Pvt Ltd
Emami Ltd
Allergan India Pvt Ltd
Amway India Enterprises
Pvt Ltd
PGT Healthcare
Ranbaxy Laboratories Ltd
GlaxoSmithKline
Consumer Healthcare Ltd
Heinz India Pvt Ltd
Johnson & Johnson
(India) Ltd
Pfizer Ltd
Piramal Enterprises Ltd
Reckitt Benckiser
(India) Ltd
Himalaya Drug Co, The
Neulife Nutrition Systems
Abbott India Ltd
Mankind Pharma Ltd
Mondelez India Foods Ltd
Amrutanjan Health Care
Ltd
Franco-Indian
Pharmaceuticals Pvt Ltd
Plethico
Pharmaceuticals Ltd
Merck (India) Ltd
Forever Living Products
India Pvt Ltd
Cadila Pharmaceuticals
Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Paras Pharmaceuticals Ltd
Novartis India Ltd
Alembic Ltd
Dr Reddy's Laboratories
Ltd
TTK Healthcare Ltd
Cadbury India Ltd
Procter & Gamble
Hygiene & Health Care Ltd
Piramal Healthcare Ltd
Others
Total
Source:
Passport
2010
2011
2012
2013
2014
8.2
2.5
8.2
4.8
8.1
5.8
8.2
6.6
8.4
7.3
5.8
4.6
6.6
6.1
4.6
7.0
6.4
5.1
7.3
6.5
5.5
6.4
6.3
5.8
5.5
2.8
3.1
2.9
3.0
4.7
2.9
2.9
4.6
2.9
2.8
4.6
2.9
2.7
2.8
3.3
2.8
3.1
2.7
2.9
2.6
2.4
2.7
2.2
2.3
0.9
2.3
1.9
2.2
1.8
1.8
2.2
2.1
1.8
2.2
2.1
1.7
1.7
1.1
1.5
1.0
1.1
1.6
1.2
1.4
1.0
1.0
1.5
1.2
1.3
1.1
1.0
1.5
1.3
1.3
1.1
1.0
1.6
1.4
1.3
1.1
1.0
1.0
1.0
0.9
0.9
0.9
0.9
1.1
0.7
0.8
0.8
0.8
1.0
0.6
0.9
0.6
0.8
0.7
0.8
0.7
0.8
0.7
0.7
0.7
0.6
0.6
0.6
0.8
0.7
0.7
0.6
0.6
1.8
0.7
0.6
0.5
0.7
0.6
0.5
0.5
0.6
0.6
0.5
0.5
0.6
0.6
0.5
0.5
0.6
0.6
0.5
0.5
0.6
1.0
5.1
0.5
1.0
4.9
0.5
1.0
-
0.5
1.0
-
0.5
-
1.8
33.5
100.0
1.7
32.1
100.0
31.1
100.0
31.0
100.0
31.1
100.0
Table 9
LBN Brand Shares of Consumer Health: % Value 2011-2014
% retail value rsp

Brand
Company
Refresh Tears
Nutrilite
Vicks
Himani
Dabur
Glucon D
Herbalife Cell-U-Loss
Herbalife ShapeWorks
Herbalife Protein
Powder
Hajmola
Zandu
Glucose-D
Revital
Optimum Nutrition
i-pill
Volini
Unwanted 72
Halls
Eno
Moov
Amrutanjan
Becosules
Pudin Hara
Benadryl
Iodex
Band-Aid
Dexorange
Digene
Liv 52
Crocin
Halls
Vicks
i-pill
Others
Total
Source:
Table 10
Passport

Pvt Ltd
PGT Healthcare
Emami Ltd
Dabur India Ltd
Heinz India Pvt Ltd
India Pvt Ltd
India Pvt Ltd
India Pvt Ltd
Dabur India Ltd
Emami Ltd
Dabur India Ltd
Mankind Pharma Ltd
GlaxoSmithKline
Reckitt Benckiser
(India) Ltd
Amrutanjan Health Care Ltd
Pfizer Ltd
Dabur India Ltd
Johnson & Johnson
(India) Ltd
GlaxoSmithKline
Johnson & Johnson
(India) Ltd
Franco-Indian
Abbott India Ltd
GlaxoSmithKline
Cadbury India Ltd
Procter & Gamble
2011
2012
2013
2014
4.6
6.6
5.1
6.9
5.5
6.4
5.8
5.5
3.7
3.9
2.8
1.7
4.7
4.0
3.6
2.7
2.1
4.6
4.1
3.6
2.6
2.4
4.6
3.8
3.6
2.7
2.6
1.3
1.5
1.8
2.1
1.4
1.6
1.8
2.0
1.8
1.6
1.3
1.6
1.1
0.8
1.0
1.0
1.8
1.6
1.3
1.7
1.1
1.2
0.9
1.1
1.0
1.8
1.7
1.4
1.6
1.2
1.3
1.0
1.1
1.0
1.9
1.7
1.6
1.4
1.3
1.3
1.2
1.1
1.0
1.0
1.0
1.0
1.0
1.0
1.0
1.0
0.9
1.0
1.0
1.0
0.9
1.0
1.0
1.0
0.9
0.9
1.0
1.0
0.9
0.9
1.2
1.1
1.0
0.9
1.2
1.1
1.0
0.9
0.9
0.9
0.9
0.9
0.9
0.7
0.8
0.9
0.7
0.8
0.8
0.7
0.8
0.8
0.8
0.8
1.0
4.9
1.0
-
1.0
-
1.1
46.1
100.0
44.7
100.0
44.0
100.0
43.9
100.0
Distribution of Consumer Health by Format: % Value 2009-2014
10
Passport
% retail value rsp
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
---- Healthfood shops
---- Other Other
Grocery Retailers
- Mixed Retailers
-- Department Stores
-- Mass Merchandisers
-- Variety Stores
-- Warehouse Clubs
- Non-Grocery Retailers
-- Health and Beauty
Specialist Retailers
--- Beauty Specialist
Retailers
--- Chemists/Pharmacies
--- Optical Goods Stores
--- Parapharmacies/
Drugstores
--- Other Healthcare
-- Other Consumer
Health Non-Grocery
Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:
2009
2010
2011
2012
2013
2014
87.8
11.3
3.1
85.6
10.9
3.1
82.3
10.7
3.1
80.6
10.5
3.2
79.5
10.4
3.2
78.1
10.2
3.2
0.0
0.0
0.0
2.0
1.0
8.3
0.0
0.0
0.0
2.1
0.9
7.8
0.0
0.0
0.0
2.2
0.9
7.5
0.0
0.0
0.0
2.2
0.9
7.4
0.0
0.0
0.0
2.3
0.9
7.2
0.0
0.0
0.0
2.3
0.9
7.0
0.0
0.0
0.0
0.0
0.0
0.0
6.5
6.0
5.7
5.6
5.5
5.4
1.8
1.8
1.8
1.8
1.7
1.7
0.0
1.8
0.0
1.8
0.0
1.8
0.0
1.8
0.0
1.7
0.0
1.7
0.0
0.0
0.0
0.0
0.0
76.5
75.1
0.0
0.0
0.0
0.0
0.0
74.8
73.4
0.0
0.0
0.0
0.0
0.0
71.7
70.4
0.0
0.0
0.0
0.0
0.0
70.1
68.8
0.0
0.0
0.0
0.0
0.0
69.1
67.7
0.0
0.0
0.0
0.0
0.0
67.9
66.5
0.0
0.0
0.0
0.0
0.1
0.1
74.9
0.0
0.0
73.3
0.0
0.0
70.1
0.0
0.0
68.4
0.0
0.0
67.4
0.0
0.0
66.0
0.0
0.0
0.2
0.2
0.2
0.3
0.3
0.3
1.4
1.3
1.3
1.3
1.3
1.4
12.2
0.0
0.0
0.5
11.7
100.0
14.4
0.0
0.0
0.5
13.9
100.0
17.7
0.0
0.0
0.5
17.2
100.0
19.4
0.0
0.0
0.5
18.9
100.0
20.5
0.0
0.0
0.6
19.9
100.0
21.9
0.0
0.0
0.6
21.3
100.0
Table 11
Distribution of Consumer Health by Format and Category: % Value 2014
% retail value rsp
- Grocery Retailers
OTC
SN
VDS
WM
HTP
AC
100.0
14.4
76.6
0.0
64.0
6.8
9.8
3.9
87.5
14.4
0.0
0.0
11
-- Modern Grocery
Retailers
--- Discounters
--- Hypermarkets
--- Supermarkets
Retailers
specialists
Grocers
--- Other Grocery
Retailers
---- Other Other
Grocery Retailers
- Mixed Retailers
-- Variety Stores
-- Warehouse Clubs
Retailers
--- Parapharmacies/
Drugstores
-- Other Consumer
Health Non-Grocery
Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Direct Selling
Total
Passport
2.9
0.0
3.6
3.9
3.8
0.0
0.0
0.0
0.0
1.8
1.1
11.5
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
3.1
0.5
3.2
0.0
0.0
0.0
2.5
1.4
0.0
0.0
0.0
0.0
2.6
1.2
10.6
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
8.2
0.0
3.2
0.0
7.9
0.0
3.3
0.0
0.0
0.0
2.8
0.0
0.0
3.3
0.0
0.0
0.0
0.0
0.0
0.0
0.0
2.8
0.0
0.0
0.0
0.0
0.0
0.0
0.0
85.6
85.6
0.0
0.0
0.0
0.0
0.0
76.6
31.0
0.0
0.0
0.0
0.0
0.0
57.2
57.2
0.0
0.0
0.0
0.0
0.0
5.9
5.9
0.0
0.0
0.0
0.0
0.0
73.0
73.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
1.0
0.0
0.0
0.0
0.0
85.5
0.0
0.0
24.3
0.0
0.0
57.2
0.0
0.0
4.3
0.0
0.0
73.0
0.0
0.0
0.0
0.0
0.0
0.0
5.8
0.0
1.6
0.0
0.0
0.0
45.5
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
100.0
23.4
0.0
0.6
19.8
3.0
100.0
36.0
0.0
0.0
0.0
36.0
100.0
90.2
0.0
0.0
0.0
90.2
100.0
12.5
0.0
0.0
0.0
12.5
100.0
0.0
0.0
0.0
0.0
0.0
0.0
POTC
- Grocery Retailers
-- Modern Grocery
Retailers
--- Discounters
--- Hypermarkets
--- Supermarkets
Retailers
specialists
Grocers
72.5
10.2
3.6
0.0
0.0
0.0
2.9
0.7
6.6
0.0
5.7
12
--- Other Grocery

Retailers
---- Other Other
Grocery Retailers
- Mixed Retailers
-- Variety Stores
-- Warehouse Clubs
Retailers
--- Parapharmacies/
Drugstores
-- Other Consumer
Health Non-Grocery
Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Direct Selling
Total
Source:
Key:
Passport
0.9
0.0
0.9
0.0
0.0
0.0
0.0
0.0
62.3
62.3
0.0
62.3
0.0
0.0
0.0
0.0
27.5
0.0
0.0
0.0
27.5
100.0
OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WM = weight
management; HTP = herbal/traditional products; AC = Allergy Care; POTC = paediatric OTC healthcare
Table 12
Forecast Sales of Consumer Health by Category: Value 2014-2019
INR million
OTC
Sports Nutrition
Supplements
Weight Management
Herbal/Traditional
Products
Allergy Care
Consumer Health
Source:
Note 1:
Note 2:
Note 3:
2014
2015
2016
2017
2018
2019
83,949.7
5,000.0
59,562.3
86,791.4
5,550.0
62,267.9
89,140.9
6,127.2
64,944.1
91,219.7
6,746.0
67,620.2
93,043.8
7,400.5
70,267.8
94,662.2
8,081.3
72,864.2
14,513.0
55,204.6
16,381.5
57,162.2
18,375.8
59,024.4
20,623.3
60,711.4
23,200.7
62,266.5
26,048.4
63,601.5
4,281.5
163,025.0
4,405.8
170,990.8
4,517.6
178,588.0
4,619.9
186,209.2
4,711.0
193,912.8
4,794.8
201,656.1
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
13
Table 13
Passport
Forecast Sales of Consumer Health by Category: % Value Growth 2014-2019
% constant value growth
OTC
Sports Nutrition
Weight Management
Allergy Care
Consumer Health
Source:
Note 1:
Note 2:
Note 3:
2014/2015
2014-19 CAGR
2014/19 TOTAL
1.7
9.2
3.7
12.3
2.1
1.8
4.0
2.4
10.1
4.1
12.4
2.9
2.3
4.3
12.8
61.6
22.3
79.5
15.2
12.0
23.7
trade sources
Table 14
Forecast Sales of Consumer Health by Region: Value 2014-2019
INR million

North India
South India
West India
India
Source:
Note:
Table 15
2014
2015
2016
2017
2018
2019
31,525.4
49,635.8
41,939.0
39,924.8
163,025.0
33,172.2
52,066.9
43,957.4
41,794.3
170,990.8
34,767.6
54,530.2
45,654.2
43,636.0
178,588.0
36,341.0
57,012.9
47,370.2
45,485.1
186,209.2
37,889.5
59,556.3
49,140.6
47,326.3
193,912.8
39,402.3
62,140.2
50,953.0
49,160.7
201,656.1
trade sources
Forecast Sales of Consumer Health by Region: % Value Growth 2014-2019

North India
South India
West India
India
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
4.0
4.3
3.7
3.9
4.0
4.6
4.6
4.0
4.2
4.3
25.0
25.2
21.5
23.1
23.7
trade sources
14
APPENDIX
OTC Registration and Classification
In India, the import, manufacture, distribution and sale of drugs is regulated by the Drugs and
Cosmetics Act and its subordinate legislation, the Drugs and Cosmetics Rules. The legislation
is enforced by the Central Government (Ministry of Health and Family Welfare) in New Delhi.
The regulation of drugs in India is based on their positioning in the lists of drugs included in
Schedules G, H, and K and X, which are appended to the Drugs and Cosmetics Act.
OTC products in India have no official definition. Instead, all the drugs that are not listed by
the Act as prescription only drugs are considered as non-prescription drugs (or OTC drugs).
The regulation of drugs in India is based on their positioning in the lists of drugs included in
Schedules G, H, and K and X, which are appended to the Drugs and Cosmetics Act. The
product categories highlighted by Schedules G, H, K and X are as follows:
Schedule X: products containing controlled ingredients, such as barbitals, methamphetamines
and narcotics. Schedule X drugs must be labelled XRx in red on the top left corner of the
packaging. They must also be labelled: Warning: to be sold by retailer on the prescription of
a registered medical practitioner only.
Schedule H: products restricted to prescription sales. However, topical schedule H products
may be sold OTC, with this including ibuprofen. Schedule H drugs have to be labelled Rx in
red on the top left corner, and must also carry the words: Warning: to be sold by retailer on
the prescription of a registered medical practitioner only.
Schedule G: products that can be sold without prescription. The product must carry the
following warning: Caution. It is dangerous to take this preparation except under medical
supervision. Antihistamines fall into this category.
Schedule K: products considered as Household Remedies, including analgesics, antacids,
gripe water and inhalant decongestants. These products can be sold by non-drug-licensed
stores (non-chemists) in villages with fewer than 1,000 inhabitants.
The Drug and Magic Remedies (Objectionable Advertisement) Act details a list of ailments for
which the advertising of remedies is not permitted. It also prohibits misleading advertisements
which, directly or indirectly, give false impressions regarding the true character of the drug,
make false claims, or are otherwise false or misleading in any particular respect. Currently
there is no specific law which prohibits the advertising of prescription drugs. However, drugs
falling in Schedules G, H, and X are currently not advertised to the public under a voluntary
commitment by the pharmaceutical industry in India.
Products registered as Ayurvedic Medicines can be sold by non-drug-licensed stores. Some
of the top consumer healthcare brands in India, including Vicks, Eno and Amrutanjan Pain
Balm, are registered as Ayurvedic Proprietary Medicines because of their plant-based natural
active ingredients. Unlike the prices of other drugs and supplements, which are closely
controlled by the National Pharmaceutical Pricing Authority, there are no price controls on
ayurvedic medicines. The Drugs (Prices Control) Order 1995 restricts the prices of 74 bulk
drugs and their formulations (estimated to cover 40% of the total pharmaceuticals market in
India), and is implemented by the National Pharmaceutical Pricing Authority.
There are no separate labelling requirements for OTC drugs. Under the Standards of Weights
and Measures Rules, most packaged consumer products are required to have the Maximum
Retail Price printed on the label.
Most products are only permitted to be sold via licensed pharmacies, thus
chemists/pharmacies dominate the retailing of consumer health products.
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Chemists/pharmacies accounted for 64% share of value sales in consumer health in 2014,
whilst parapharmacies/drugstores had negligible sales. This limited distribution inevitably
results in narrower access to consumer health products. It also results in a lack of price
competition. Many in the government want to make consumer health products more widely
available to the population as a whole, and to allow larger chained grocery outlets to enter the
market, thus driving down the prices of many products through their greater economies of
scale. In response, representatives of chemists/pharmacies point to concerns regarding the
dangers of self-medication and the damage that this increased competition would cause to
the pharmacy retail infrastructure in the country.
Vitamins and Dietary Supplements Registration and Classification

The manufacture and sale of vitamins is officially legislated under the Drugs and Cosmetics
Act 1945, with rules and regulations similar to those covering standard medical products. The
government is in talks with the Drug Controller General of India (DCGI) and Food Safety and
Standards Authority of India (FSSAI) to establish regulations which will make companies that
use medicinal ingredients for non-medicinal usage need permission from the DCGI for the
manufacturing and distribution of these products.
Vitamins also face strict price ceilings as the government considers vitamins to be essential in
combating the widespread malnutrition amongst consumers who have low purchasing power.
The regulatory authorities are in the process of setting up new regulations in order to make
sure companies cannot sell drugs or any medicinal composition as a food supplement as, in
doing so, these companies avoid the price ceiling set for medicines in India.
The packaging of supplements did not witness any changes in 2014, and was primarily in
hard plastic bottles with the dosage, ingredients and pricing stated on the label.
Vitamins and dietary supplements are available via chemists/pharmacies, hypermarkets,
supermarkets and health and beauty specialists amongst store-based retailers. In non-store
retailing, these products are mainly sold via internet retailing and direct selling. No particular
regulations are applicable to the distribution channel.
Self-medication/self-care and Preventive Medicine

There was an increasing trend of consumers preferring to opt for self-medication in recent
years. This trend was prominent mostly amongst urban consumers who have hectic lifestyles
and are pressed for time. These consumers find it difficult to take time to visit a doctor for
common ailments such as headaches, joint pain, coughs, colds, fevers and digestive issues,
and prefer to self-medicate. The number of doctors in India is low compared with the population,
and results in long queues at clinics. This also acts as a deterrent for urban consumers to visit a
doctor for common ailments.
Previously, most families used traditional home remedies for common ailments. However, as
nuclear families have become the norm in urban areas, especially in metros, the commonly
used traditional home remedies are less frequently being passed on to the younger generation.
As a result, these consumers are opting for readily available OTC products for common
ailments. The trend of traditional home remedies is still prevalent in rural areas, with consumers
not having enough access to OTC products. Manufacturers are aiming to increase the
distribution and presence of such products in rural areas in order to make them available to rural
consumers. The trend of rural consumers shifting to OTC products will only increase in the
coming years.
Urban consumers also became more conscious about their health in recent years, and have
opted for preventive medication such as chyawanprash to increase their immunity. Demand for
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these preventive medications is also on the rise due to consumers having hectic work lives, and
being unwilling to miss any working days. Manufacturers such as Emami, Dabur India,
GlaxoSmithKline and Amrutanjan Health Care have recruited a number of celebrities and sports
stars to endorse their brands and increase awareness.
The prominent brand Zandu Pancharishta has the Indian cricket team captain MS Dhoni and
Padma Vibhushan Pandit Birju Maharaj as brand ambassadors. Sona Chandi Chyawanprash
has the popular Bollywood star Shahrukh Khan as its brand ambassador, Zandu Kesari Jivan
has Pandit Birju Maharaj as its brand ambassador and Dabur Indias popular product Dabur
Chyawanprash also has the Indian cricket team captain MS Dhoni as its brand ambassador.
Aggressive promotions and branding measures by manufacturers have ensured there is
increased awareness of their brands and the benefits these products offer consumers.
Switches
There were no particular switches in 2014. However, over the forecast period, more Rx
medicines might switch to OTC in order to reduce UTC sales of these drugs.
SOURCES
Sources used during the research included the following:
Summary 1
Research Sources
Official Sources
Aden Health Care

Ashoka Lifescience Ltd
Century Distributors
Department of Chemicals & Petrochemicals
Department of Family Welfare, India
Government
Deys Medical Store Mfg Co
Draft National Policy on Indian System of
Medicines
Eskag Pharma Pvt Ltd
KPMG
M S Life Drug House Pvt Ltd
Ministry of Health, Government of India
National Pharmaceutical Pricing Authority
Press Information Bureau
Skyways Health Care Pvt Ltd
Trade Associations
Association of the European Self-Medication

Industry (AESGP)
Confederation of Indian Industry (CII)
Health & Dietary Supplement Association of
India
IBEF
Indian Drug Manufacturers Association
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Organisation of Pharmaceutical Producers of

India (OPPI)
World Self-Medication Industry (WSMI)
Trade Press
Advertising & Marketing

AFAQS!
Asian Age, The
Bloomberg
Business India
Business Line
Business Standard
Business Today
Business Week
Business World
Chemical Weekly
Daily News & Analysis
Domain-b
Drug Today
Eastern Pharmacist
Economic Times, The
Equity Master
Express Pharma
Express Pharma Pulse
Financial Express
Financial Express, The
Hindu Business Line
Hindustan Times
IBN Live
India Health News
India PRWire
India Today
Indiabiz News
Indian Express
MedGuide India
MyIris
Newspolitan.com
Outlook India
Pharma News
Pharmabiz
Pharmabiz.com
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Press Trust of India

Rediff India Business News
Talk Delhi
The City News
The Economic Times
The Hindu
The Times of India
Thomson Reuters
Time World
Times of India
Source:
19
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CONSUMER HEALTH IN INDIA COMPANY PROFILES

AMWAY INDIA ENTERPRISES PVT LTD IN CONSUMER HEALTH
(INDIA)
Strategic Direction
Amway India Enterprises Pvt Ltd had a difficult year in 2014, due to the legal problems faced
by the company against its managing director and chief executive officer. As a result of which
the company lost some ground. The company plans to concentrate on rebuilding its brand
name over the forecast period, in order to become the leading direct selling company again.
Key Facts
Summary 2
Amway India Enterprises Pvt Ltd: Key Facts
Full name of company:
Amway India Enterprises Pvt Ltd
Address:
Amway India Enterprises Pvt Ltd, Plot No 84,

Sector 32, Gurgaon - 122001(HR)
Tel:
+91 (124) 305 8888
Fax:
+91 (124) 305 8899
www:
www.amway.in
Activities:
Manufacturer and direct seller for consumer

health, beauty and personal care products
Source:
Euromonitor International from company reports, company research, trade press, trade sources
Summary 3
Amway India Enterprises Pvt Ltd: Operational Indicators
Year-end December
2012
2013
2014
Net sales
Source:
Rs9,521 million
Rs9,374 million
Rs8,923 million
Company Background
Amway India Enterprises Pvt Ltd is a wholly-owned subsidiary of the direct selling company
Alticor Inc, US, which commenced commercial operations in India in May 1998. The company
offers around 115 products in India across four categories nutrition and wellness, cosmetics,
personal care and home care. Almost all products are manufactured in India through seven
third-party manufacturers, with the exception of Artistry and some nutritional and wellness
products.
The company is involved purely in the direct selling of health, nutrition and beauty and
personal care products.
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Amway is the leading direct selling company in the country and one of the founder members
of the Indian Direct Selling Association. The company operates in India through a network of
close to 650,000 distributors known as Amway Business Owners (ABOs), and has a presence
in 4,000 cities in India. Amway has a nationwide chain of 152 offices, home delivery centres
and three brand assessment centres at Bengaluru, Kolkata and Pune. These share
information and expertise with consumers on nutrition, wellness and beauty.
Competitive Positioning
Amway held an overall share of 6% in consumer health to rank fifth. The company continued
to be one of the leading direct selling companies in India.
Amways share declined in 2014 due to the legal complaints against the chief executive officer
and managing director, William S. Pinckney, which led consumers to mistrust the brand and
its operations.
The company is positioned in fast-growing categories as vitamins and dietary supplements
and weight management where both have low penetration among consumers due to a lack of
product awareness.
The company markets a wide product portfolio covering vitamins, dietary supplements, meal
replacements products and weight loss supplements.
Amway has a wide variety of pricing ranging from mid to high. The company caters to both
mid-range and premium products, thereby catering to a large consumer base.
The company is a leader and is responsible for revolutionising the direct selling channel in
India. It is also extremely well-known for the high quality of its products, perfect delivery of
products and overall product innovation.
Summary 4
Product type
Amway India Enterprises Pvt Ltd: Competitive Position 2014

Value share
Rank
Consumer health
5.5%
Vitamins and dietary

supplements
15.0%
Source:
Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews
DABUR INDIA LTD IN CONSUMER HEALTH (INDIA)

Strategic Direction
The company was the leader in consumer health sales in 2014. It is one of the oldest and
most trusted brands in India and a common household name. The company plans to continue
its leadership with increased presence across rural India, where it is focussing on increasing
the distribution channel, in order to reach to bigger consumer base.
Key Facts
Summary 5
Dabur India Ltd: Key Facts
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Dabur India Ltd
Address:
Dabur Corporate Office, Kaushambi,

Sahibabad, Ghaziabad-201010 (UP), India
Tel:
+91( 0120) 39412525/ 3982000
Fax:
+91( 0120) 4374935
www:
www.dabur.com
Activities:
Manufacturer of consumer health, beauty and

personal care
Source:
Summary 6
Dabur India Ltd: Operational Indicators
Year end March
2012
2013
2014
Net sales
Rs52,830 million
Rs61,460 million
Rs70,730 million
Net profit
Rs6,450 million
Rs7,630 million
Rs9.140 million
Source:
Company Background
The company, promoted by the Burman family, started operations in 1884 as an ayurvedic
medicine company. It started its operations in Calcutta. It is one of the biggest domestic
consumer goods companies, with a large herbal and natural product portfolio in the country.
The company is purely based in fast moving consumer goods market in India, and is not
involved in any other business.
The company has strong rural and urban coverage across pan India. It is one of the oldest
fast moving consumer goods players in India, and has a very strong presence across all
cities.
In December 2014, Dabur hired Indian film actor, Mr Anil Kapoor, for its product Ratnaprash.
The company has always used celebrity endorsements for its brands, and continued to do so
in 2014.
The company launched a jasmine scented variant of Anmol Coconut Hair Oil and chocolate
scented variant of its flagship product Dabur Chyawanprash in December 2014 and January
2015 respectively.
The company also launched a completely new brand of baby care products namely, Dabur
Baby in May 2015. Up until June 2015, the company had only launched Dabur Baby Massage
Oil with Olive & Almond, under the umbrella brand, but plans to expand it further during the
year.
Production
Dabur had 11 manufacturing plants in India and seven outside the country in 2012. In May
2013, the company launched a new fruit-based beverage manufacturing plant in Sri Lanka.
International manufacturing units are located in Dubai, Nepal, Bangladesh, Egypt and Nigeria.
The company exports its products via a vast network of distributors to 16 countries, including
Austria, Belgium, Finland, France and Germany.
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Dabur India has manufacturing facilities present across the country.
The company held overall value share of 9% to rank first in consumer health in 2014.
Dabur gained marginal share in 2014 driven by the continued trust in the company and its
aggressive marketing of products with the help of celebrity endorsements. The company hires
leading Indian film industry actors for the endorsements of its brands. Mr Amitabh Bacchhan
is the brand ambassador for Dabur Honey, Priyanka Chopra for Dabur Amla, Ajay Devgn for
Dabur Hajmola, and Sonakshi Sinha for Fem amongst others.
The company is present in mature areas with products which are well established in
consumer health and are likely to witness steady growth.
Dabur India has a wide range of products, covering consumer health, personal care,
packaged food and home care.
The company positions itself mostly in the low- to mid-price range and is a common
household brand across the country.
The company is amongst the pioneering family-run FMCG companies in India, and is part of
the everyday lives of most consumers in the form of food, hair oil, toothpaste and many more.
It is an innovator in many products, such as the brands Dabur Chyawanprash and Hajmola.
Summary 7
Product type
Dabur India Ltd: Competitive Position 2014

Value share
Rank
Consumer health
8.4%
Cough, cold and allergy (hay

fever) remedies
5.0%
Digestive remedies
41.2%

supplements
12.4%
Herbal/traditional products
17.5%
Source:
interviews
EMAMI LTD IN CONSUMER HEALTH (INDIA)

Strategic Direction
Emami is one the leading consumer health companies in India, and is extremely well-known
amongst consumers for it quality. It is well-known for its strong distribution network as well.
The company plans to continue to maintain its leadership with the help of its flagship brands,
and the launch of new affordable and quality fast moving consumer good products.
Key Facts
Summary 8
Emami Ltd: Key Facts
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Emami Ltd
Address:
Emami Tower, 687, Anandapur, Em Bypass,

Kolkata 700 107, West Bengal
Tel:
+91 (33) 6613 6264
Fax:
+91 (33) 6613 6600
www:
www.emamiltd.in
Activities:
Manufacturer of consumer health, beauty and

personal care products
Source:
Summary 9
Emami Ltd: Operational Indicators
Year-end March
2012
2013
2014
Net sales
Rs17,675 million
Source:
Rs14,535 million
Rs16,991 million
Company Background
The company was founded in 1974 by RS Agarwal and RS Goenka. It is a publically listed
independent body.
The company is involved in FMCG, newsprint, ball point pen tips manufacturing, retail,
pharmacy, infrastructure and development, art galleries, health care, cement and bio diesel.
The company has a very strong national and regional presence with a strong network of 3,000
distributors and 5,600 sub-distributors with reach to almost 600,000 retailers.
Emami launched its first mens deodorant in June 2014 with the brand name He. The
company also acquired the sanitary napkin brand from Royal Hygiene Pvt Ltd in the same
month in 2014.
Production
The company has seven manufacturing plants across the country located in Kolkata,
Abhoypur, Amingaon, Vapi, Pantnagar, Dongari and Massat, covering states West Bengal,
Guwahati, Gujarat, Uttarakhand, Maharashtra and Dadra and Nagar Haveli.
It exports and manufactures products overseas. In 2010, Emami acquired a manufacturing
plant in Egypt in order to expand its international presence
Emami held 6% value share in total consumer health in 2014 to rank third.
Emami registered a marginal decline in share in 2014 due to the increased popularity of
international brands for skin care in India amongst urban consumers.
The company is positioned in mature and less dynamic categories as most of its products and
brands have been in existence for years.
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The company markets a wide product portfolio of herbal/traditional formulations for consumer
health and beauty and personal care. A few of the leading brands were Himani, Zandu, and
Kesari Jeevan.
The company positions itself at the mid- to low-end of the market and is considered to be a
mass brand manufacturing company.
Emami is one of the leading domestic companies and is definitely an innovator. It is
responsible for a large number of herbal/traditional brands, such as Himani and Zandu, which
are indispensable to a large number of Indians.
Summary 10
Product type
Emami Ltd: Competitive Position 2014

Value share
Rank
Consumer health
6.3%
Analgesics
22.8%
Cough, cold and allergy (hay

fever) remedies
0.1%
17
Dermatologicals
48.9%

supplements
2.1%
18.7%
Source:
interviews
HERBALIFE INTERNATIONAL INDIA PVT LTD IN CONSUMER

HEALTH (INDIA)
Strategic Direction
Herbalife International India Pvt Ltd continued to be one of the leading companies in direct
selling in India. The company was primarily known for weight management supplements and
plans to continue to maintain its leadership by tapping in to the growing health and wellness
trend amongst consumers by expanding its distribution network in all parts of the country
including urban and semi urban cities.
Key Facts
Summary 11
Herbalife International India Pvt Ltd: Key Facts
Herbalife International India Pvt Ltd
Address:
#14, Pardhanani Wilshire, Commissariat Road

Bengaluru, Karnataka 560025
www:
http://company.herbalife.co.in/
Activities:
Direct seller
Source:
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Summary 12
Herbalife International India Pvt Ltd: Operational Indicators
Year-end December
2012
2013
2014
Net sales
Source:
Rs7,584 million
Rs9,685 million
Rs11,971 million
Company Background
Herbalife International India Pvt Ltd is a subsidiary of the parent company Herbalife
International of America, Inc. The company entered India in 1999, and has established itself
as a leading weight management and nutrition company in the last 15 years.
The company is purely involved in consumer health.
The company has national coverage. It employs direct selling and its products are easily
available across the country.
Herbalife International India held 7% value share in overall consumer health to rank second in
2014.
Its share witnessed steady growth in 2014 due to the rising awareness of health and wellness
and weight management amongst consumers, especially urban consumers.
The company ranked second in 2014 with marginally lower share than overall leader Dabur
India Ltd with 8%. The company is positioned in the fastest growth categories as weight
management is expected to witness very strong growth over the forecast period.
The company markets a wide product portfolio covering weight management/nutritional food
products, energy and fitness and personal care.
The company positions itself at the high end of the market as its products are expensive for
the majority of consumers, and only those who are aware of its products and the brand would
opt for them.
The company is definitely a leader, and it revolutionised weight management in India.
Summary 13
Product type
Herbalife International India Pvt Ltd: Competitive Position 2014

Value share
Rank
Consumer health
7.3%

supplements
7.1%
Weight management
53.3%
Source:
interviews
RANBAXY LABORATORIES LTD IN CONSUMER HEALTH (INDIA)

Strategic Direction
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Ranbaxy Laboratories was one of the leading companies in consumer health until 2015. The
company however, was acquired by Sun Pharma and the acquisition came into existence in
2015. The combined company will have much higher production and distribution capacity,
which will benefit growth of its brands.
Key Facts
Summary 14
Ranbaxy Laboratories Ltd: Key Facts
Address:
Plot No 90, Sector 32, Gurgaon - 122001,

Haryana, India
Tel:
+91 (124) 413 5000
Fax:
+91 (124) 413 5001
www:
www.ranbaxy.com
Activities:
Consumer health manufacturer
Source:
Summary 15
Ranbaxy Laboratories Ltd: Operational Indicators
Year end March
2012
2013
2014
Net sales
n/a
Source:
Rs61,124.4 million
Rs66,570.4 million
Company Background
The company was founded in 1937 by Ranbir Singh and Gurbax Singh. The company was
incorporated in 1961; after which it launched its first production in Madhya Pradesh, India.
The company went public in 1973 and the same year set up its plant for active pharmaceutical
ingredients (API) in Punjab, India. It is headquartered in Haryana, India.
The companys core business is the manufacturing and distribution of pharmaceutical
products, both prescription medicines and OTC healthcare products.
The company has a presence across the nation. It also has a strong regional presence. The
brands and products are easily available across the country.
Sun Pharma completed the acquisition of the company in March 2015, and the company
shares stopped being traded in April, 2015.
The companys overall value share in 2014 reached 3% to rank seventh among all consumer
health companies.
Its share remained steady in 2014; the company had already declared its acquisition plans
during the beginning of the year, the promotional campaigns were lower, and hence visibility
amongst consumers was lower.
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The company is positioned in a fast-growing category as more consumers are becoming

aware of vitamins and dietary supplements, which will eventually help to generate sales for
the company.
The company has a wide product portfolio covering both prescription and OTC healthcare
products. It manufactures and distributes anti-infective, cardiovascular, pain and
musculoskeletal, gastro intestinal, respiratory, central nervous system, anti-retroviral and
dermatology medicines.
The company positions itself as a quality low- to mid-priced product manufacturer in order to
provide quality healthcare at a reasonable price to its customers.
It is a leader and is responsible for revolutionising analgesics and dietary supplements with its
well-established brands Volini and Revital.
Summary 16
Product type
Ranbaxy Laboratories Ltd: Competitive Position 2014

Value share
Rank
Consumer health
2.9%
Analgesics
10.2%

supplements
4.3%
4.5%
Source:
interviews
28
ADULT MOUTH CARE IN INDIA CATEGORY ANALYSIS

HEADLINES
Adult mouth care grows by 6% in terms of current value sales in 2014
Due to lack of promotions from manufacturers, adult mouth care continues to have niche
presence
Maneesh Pharmaceuticals Pvt Ltd maintains its leadership with 51% value share
Adult mouth care is expected to grow by a value CAGR of 1% at constant 2014 prices during
the forecast period
TRENDS
Adult mouth care continued to be primarily sold only in urban India. 88% of the total adult
mouth care sales were generated by urban India. This was observed, as firstly the knowledge
regarding adult mouth care continued to be really low amongst consumers, especially
amongst rural consumers. This was observed as manufacturers continued to not promote
their brands via any media to the consumers, as a result of which, most of the consumers
used home remedies for any mouth ulcers, or consulted the doctor in case the condition
worsened.
Consumers continued to prefer consulting physicians and prescription-based medicines for
periodontal disease and gingivitis. In India, the number of people suffering from dry mouth
condition was low, as the population primarily were under the age of 30 years. Stomatitis was
also not a very common ailment amongst the Indian population.
Adult mouth care recorded a current value CAGR of 8% during the review period. This was
higher than the growth it registered during 2014 due to the lack of promotions by
manufacturers combined with continued low knowledge regarding the same.
COMPETITIVE LANDSCAPE
Maneesh Pharmaceuticals Pvt Ltd maintained its leadership with 51% value share. The
company with its flagship brand Smyle Mouth Ulcer Gel enjoyed strong brand recall value due
to its television commercials, which were launched prior to the review period. However, the
brand was strongly promoted at that time, which helped to put the brand name in consumers
minds.
Adult mouth care continued to be dominated with domestic manufacturers. This was observed
as concept of adult mouth care was introduced in India due to these companies; hence they
enjoyed strong brand recall value and trust amongst consumers.
PROSPECTS
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Adult mouth care is expected to grow at a value CAGR of 1% at constant 2014 prices during
the forecast period. This is expected as most of the companies did not show any initiation
regarding promoting their brands. As a result of which, the sales of these brands will largely
be dependent on urban consumers who are aware of these brands and consumers who refer
the chemists for small ailments.
Lack of promotions and continued preference of consulting physicians will act detrimentally
towards the growth of OTC adult mouth care brands over the forecast period.
In order to maintain sales, companies will most likely start to promote their brands more
aggressively especially via television commercials, print media, in-store promotions and more.
CATEGORY DATA
Table 16
Sales of Adult Mouth Care: Value 2009-2014
INR million
Adult Mouth Care

Source:
Note:
2009
2010
2011
2012
2013
2014
301.8
328.5
358.8
393.6
413.1
438.8
Table 17
Sales of Adult Mouth Care: % Value Growth 2009-2014
Adult Mouth Care

Source:
Note:
2009-14 CAGR
2009/14 Total
6.2
7.8
45.4
Table 18
NBO Company Shares of Adult Mouth Care: % Value 2010-2014
% retail value rsp

Company
Maneesh Pharmaceuticals
Pvt Ltd
Raptakos Brett & Co Ltd
Ltd
Win Medicare Ltd
ICPA Health Products Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Kopran Ltd
Others
Total
Source:
2013/14
2010
2011
2012
2013
2014
39.8
39.4
38.8
42.9
50.5
18.9
8.0
18.6
7.9
18.4
7.8
19.1
8.0
19.6
8.2
7.5
6.0
5.0
7.4
5.8
4.9
7.2
5.7
4.7
7.3
5.8
4.6
6.9
5.8
4.6
15.0
100.0
16.1
100.0
17.4
100.0
12.3
100.0
4.4
100.0
30
Table 19
LBN Brand Shares of Adult Mouth Care: % Value 2011-2014
% retail value rsp

Brand
Smyle Mouth Ulcer Gel
Zytee
Clohex
Betadine Gargle
Hexidine
Piodin
Smyle Mouth Ulcer Gel
Others
Total
Source:
Passport
Company
2011
2012
2013
2014
Pvt Ltd
Ltd
Win Medicare Ltd
ICPA Health Products Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Kopran Ltd
39.4
38.8
42.9
50.5
18.6
7.9
18.4
7.8
19.1
8.0
19.6
8.2
7.4
5.8
4.9
7.2
5.7
4.7
7.3
5.8
4.6
6.9
5.8
4.6
16.1
100.0
17.4
100.0
12.3
100.0
4.4
100.0
Table 20
Forecast Sales of Adult Mouth Care: Value 2014-2019
INR million
Adult Mouth Care

Source:
Note:
2014
2015
2016
2017
2018
2019
438.8
443.1
446.8
450.0
452.7
455.1
trade sources
Table 21
Forecast Sales of Adult Mouth Care: % Value Growth 2014-2019
Adult Mouth Care

Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
0.5
0.7
3.7
trade sources
31
ANALGESICS IN INDIA - CATEGORY

ANALYSIS
HEADLINES
Analgesics current value sales grow by 11% to reach Rs18.7 billion in 2014
Sedentary lifestyles resulting in minor body pains drive growth in the sales of analgesics
Topical analgesics/anaesthetic records the fastest current value growth of 11% in 2014
Emami Ltd maintains its lead with value share of 23% in 2014
Analgesics is predicted to record a value CAGR of 2% at constant 2014 prices to reach
Rs20.2 billion in 2019
TRENDS
Sedentary lifestyles coupled with the increase in the number of working hours continued to
result in health disorders such as back pains, body and headaches. To fight with such lifestyle
related disorders, consumers continued to move extensively towards analgesics which helped
them to find temporary relief from pain without visiting a doctor.
2014s current value sales growth of analgesics at 11% was marginally faster than the review
period average of 10%. The faster growth was mainly due to the increased use of analgesics
as self-medication for minor pains. In addition, there was an increase in the number of young
consumers suffering from minor or acute body pains over the review period.
Topical analgesics/anaesthetic recorded the fastest current value growth at 11% in 2014. For
minor pains, consumers continued to rely on topical analgesics which claim to heal muscular
pain completely and also helped consumers to avoid taking oral forms of analgesics which are
perceived as medicines. In addition, the continued strong growth of topical analgesics was
also due to the products easy application and availability.
Although there were no new formulations, delivery mechanisms or packaging innovations in
2014, sprays started to become a popular format for topical analgesics. In 2014, sprays
constituted 8% share of total value sales of topical analgesics, while creams/gels accounted
for 17% share of total value sales.
Paediatric analgesics remained negligible and most of the consumers continued to visit
doctors to obtain a prescription before giving any medicines to their babies.
While price influenced the type of analgesics, the purchase decision was largely ruled by the
positioning of the product. Generally, Indian consumers prefer age old brands such as Crocin,
Calpol and Amrutanjan amongst others, due to the trust in the brands developed over the
years and their well-established presence.
Emami Ltd under its brand Zandu continued to lead analgesics with value share of 23% in
2014. Zandus long established trust and popularity and its wide availability in various
channels helped the company to maintain its leadership in 2014.
Passport
32
Passport
Domestic and international manufacturers continued to have comparable shares in analgesics

in 2014. While domestic manufacturers such as Emami and Amrutanjan Health Care
continued to dominate the traditional analgesics formats such as balm, international
manufacturers such as Reckitt Benckiser (India) Ltd led the newer formats such as
gels/creams in topical analgesics.
In 2014, Novartis India launched Voltaren Emulgel which is claimed to provide instant relief
from body pain, speeding up recovery. Emulgel is launched in a new format which is a
combination of cream and gel and is claimed to reduce inflammation and provide speedy
recovery. The launch of newer formats with fast recovery claims is likely to promote other
manufacturers to focus on introducing new products to catch consumers attention.
There were no private label or OTC generics in analgesics in 2014. National brands continued
to compete against each other.
PROSPECTS
Analgesics is predicted to gain further popularity as it gains greater acceptance as a selfmedication option to treat minor pains. In addition, manufacturers such as Emami and
GlaxoSmithKline are likely to introduce more convenient formats for topical analgesics over
the forecast period.
Analgesics value sales are likely to grow by a value CAGR of 2% at constant 2014 prices
over the forecast period. The further growth in analgesics is directly correlated with the
increased frequency of minor pains even in the young population which is only a result of
sedentary lifestyles.
Companies are likely to include herbal/traditional ingredients in topical analgesics in order to
position their products as natural and herbal. Consumers will most likely continue to prefer
them as they have no side effects and are also easily available. This might also see a shift
from systemic analgesics to topical analgesics, especially the ones that fall under
herbal/traditional remedies.
CATEGORY DATA
Table 22
Sales of Analgesics by Category: Value 2009-2014
INR million
Systemic Analgesics
- Adult Analgesics
- Paediatric Analgesics
- Adult and Paediatric
Systemic Analgesics
Topical Analgesics/
Anaesthetic
Analgesics
Source:
Note:
Table 23
2009
2010
2011
2012
2013
2014
3,622.1
3,622.1
3,622.1
3,892.7
3,892.7
3,892.7
4,204.5
4,204.5
4,204.5
4,576.9
4,576.9
4,576.9
4,813.0
4,813.0
4,813.0
5,220.1
5,220.1
5,220.1
8,155.8
8,971.4
9,644.3
10,797.8
12,119.5
13,492.2
11,778.0
12,864.1
13,848.8
15,374.7
16,932.5
18,712.3
Sales of Analgesics by Category: % Value Growth 2009-2014
33
Passport
Systemic Analgesics
- Adult Analgesics
- Adult and Paediatric Systemic
Analgesics
Topical Analgesics/Anaesthetic
Analgesics
Source:
Note:
2013/14
2009-14 CAGR
2009/14 Total
8.5
8.5
8.5
7.6
7.6
7.6
44.1
44.1
44.1
11.3
10.5
10.6
9.7
65.4
58.9
Table 24
Sales of Topical Analgesics/Anaesthetic by Format: % Value Breakdown

2009-2014
% retail value rsp
Cream/Gel
Spray
Others
Total
Source:
Note:
2009
2010
2011
2012
2013
2014
27.3
5.5
67.2
100.0
24.0
5.5
70.5
100.0
21.0
6.0
73.0
100.0
19.0
6.5
74.5
100.0
17.3
7.2
75.5
100.0
17.0
7.6
75.4
100.0
Table 25
NBO Company Shares of Analgesics: % Value 2010-2014
% retail value rsp

Company
Emami Ltd
GlaxoSmithKline
Reckitt Benckiser
(India) Ltd
Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Elder Health Care Ltd
Wyeth Ltd
Novartis India Ltd
IPCA Laboratories Ltd
Themis Pharmaceuticals
Ltd
Indoco Remedies Ltd
Aristo Pharmaceuticals
Pvt Ltd
Elder Pharmaceuticals Ltd
2010
2011
2012
2013
2014
19.0
13.9
20.4
14.1
21.0
13.8
21.7
13.4
22.8
12.6
3.6
11.7
11.7
11.8
11.9
5.9
7.2
6.8
7.4
8.0
7.7
9.0
7.8
10.2
7.8
4.3
4.2
4.1
4.2
4.2
2.7
3.1
0.8
0.6
0.9
2.9
3.1
0.8
0.6
0.6
3.0
3.4
2.9
0.9
0.6
0.6
3.2
3.3
2.7
1.0
0.7
0.6
3.3
3.1
2.6
1.0
0.6
0.6
0.5
0.4
0.5
0.4
0.5
0.4
0.4
0.4
0.4
0.3
0.3
3.5
7.6
0.3
3.5
-
0.3
-
0.3
-
0.3
-
34
Passport
Nicholas Piramal India

Ltd
Amrutanjan Ltd
Zandu Pharmaceutical
Works Ltd
Boots Piramal
Healthcare Pvt Ltd
Nicholas Piramal
Consumer Products Pvt Ltd
Others
Total
Source:
25.7
100.0
22.8
100.0
21.2
100.0
19.5
100.0
18.3
100.0
Table 26
LBN Brand Shares of Analgesics: % Value 2011-2014
% retail value rsp

Brand
Zandu
Volini
Moov
Iodex
Amrutanjan
Emami
Crocin
Calpol
Tiger Balm
Disprin
Himani
Anacin
Saridon
Voltaren
Pacimol
Metacin
Malidens
Febrex
Delisprin
Tantum Gel
Colsprin
Dragon Liquid Balm
Saridon
Malidens
Amrutanjan
Dragon Liquid Balm
Saridon
Saridon
Malidens
Moov
Others
Company
2011
2012
2013
2014
Emami Ltd
Reckitt Benckiser
(India) Ltd
GlaxoSmithKline
Emami Ltd
GlaxoSmithKline
GlaxoSmithKline
Pharmaceuticals Ltd
Reckitt Benckiser
(India) Ltd
Emami Ltd
Wyeth Ltd
Novartis India Ltd
IPCA Laboratories Ltd
Themis Pharmaceuticals Ltd
Indoco Remedies Ltd
Aristo Pharmaceuticals
Pvt Ltd
Reckitt Benckiser
(India) Ltd
Amrutanjan Ltd
Amrutanjan Ltd
Boots Piramal
Healthcare Pvt Ltd
Nicholas Piramal
Nicholas Piramal India Ltd
12.4
6.8
8.2
12.9
8.0
8.3
13.4
9.0
8.5
14.0
10.2
8.6
9.4
9.1
8.7
8.0
7.3
5.3
4.7
7.6
5.5
4.7
7.7
5.7
4.7
7.7
5.9
4.6
4.2
4.1
4.2
4.2
2.9
3.3
3.0
3.3
3.2
3.2
3.3
3.2
2.7
3.1
0.8
0.6
0.6
0.5
0.4
2.6
2.9
2.8
0.9
0.6
0.6
0.6
0.5
0.4
2.6
2.7
2.7
1.0
0.7
0.6
0.6
0.4
0.4
2.9
2.6
2.6
1.0
0.6
0.6
0.5
0.4
0.3
0.3
0.2
0.3
0.1
0.3
0.1
0.3
0.1
0.1
2.9
0.6
-
0.1
-
0.1
-
0.1
-
22.8
21.2
19.5
18.3
35
Passport
Total
Source:
100.0
100.0
100.0
100.0
Table 27
Forecast Sales of Analgesics by Category: Value 2014-2019
INR million
Systemic Analgesics
- Adult Analgesics
- Adult and Paediatric
Systemic Analgesics
Topical Analgesics/
Anaesthetic
Analgesics
Source:
Note:
Table 28
2014
2015
2016
2017
2018
2019
5,220.1
5,220.1
5,220.1
5,237.1
5,237.1
5,237.1
5,247.1
5,247.1
5,247.1
5,252.2
5,252.2
5,252.2
5,247.2
5,247.2
5,247.2
5,243.2
5,243.2
5,243.2
13,492.2
13,937.9
14,317.1
14,592.6
14,811.6
14,991.5
18,712.3
19,175.1
19,564.2
19,844.9
20,058.8
20,234.7
trade sources
Forecast Sales of Analgesics by Category: % Value Growth 2014-2019
Systemic Analgesics
- Adult Analgesics
- Adult and Paediatric Systemic
Analgesics
Topical Analgesics/Anaesthetic
Analgesics
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
-0.1
-0.1
-0.1
0.1
0.1
0.1
0.4
0.4
0.4
1.2
0.9
2.1
1.6
11.1
8.1
trade sources
36
CALMING AND SLEEPING IN INDIA CATEGORY ANALYSIS

TRENDS
Calming and sleeping continued to be dominated with prescription-based medicines. Most of
the consumers in India preferred to obtain a doctors consultation for any sort of calming or
sleeping requirements. Furthermore, consumers continued to be sceptical regarding these
medicines and opted for herbal/traditional option at home for calming themselves.
Under-the-counter sales of prescription calming and sleeping medicines continued to be very
high in 2014.
As the demand for these products is low, companies continued to stay away from these
products and refrained from launching any OTC versions.
Passport
37
COUGH, COLD AND ALLERGY (HAY

FEVER) REMEDIES IN INDIA CATEGORY ANALYSIS
HEADLINES
Cough, cold and allergy (hay fever) remedies grows by 9% in terms of current value sales to
reach Rs19 billion
Urban consumption of cough, cold and allergy remedies continues to be the primary
consumer base in 2014
Medicated confectionery registers the strongest current value growth in 2014 at 12%
PGT Healthcare maintains its leading position with 39% value share in 2014
Cough, cold and allergy (hay fever) remedies is expected to grow by a value CAGR of 2% at
constant 2014 prices during the forecast period
TRENDS
Cold, cough and allergy (hay fever) remedies is classed as OTC and consumed over the year
depending on the erratic behaviour of the season, which led to consistent consumption of this
medicine in 2014. However, the primary consumer base continued to be the urban population.
More than seasonal factors, increased population, and overexposure to air conditioning due to
the office setup, most urban consumers suffered from some form of cough, cold and allergy
issues perennially across the year. This helped to drive value sales growth in 2014. This was
most prevalent in metropolitan cities such as Bangalore, Mumbai, Chennai, Hyderabad and
Delhi.
The growth observed during the review year was marginally lower than the review period
CAGR of 10%. The marginal decline was observed due to the increased awareness regarding
unnecessary consumption of medicines and their side effects, as a result of which, consumers
started to become wary of taking a pill every time they felt ill.
Medicated confectionery recorded the fastest growth in 2014 at 12% in current value terms.
This was driven due to the fact that medicated confectionery was not considered as a
medicine by consumers. It was treated more like hard boiled candy which helps to sooth
throats. Hence, consumers did not shy away from consuming this, depending on their ailment,
as it did not really carry side effects.
Paediatric cough, cold and allergy remedies continued to be negligible in India, as most
parents were extremely careful about the healthcare requirements of their children. This
cautious behaviour led consumers to seek medical advice from a certified paediatrician and
go through the prescription-based medicine model.
Most consumers in India remained unaware of the OTC status of these medicines. As a result
of which, the over- the-counter sales of these medicines were completely dependent on
knowledge of the brand, which generally was transferred on a word-of-mouth basis, or if the
doctor recommended a medicine and mentioned it was OTC. Chemists continued to be the
leading retail channel from which to buy these products.
Passport
38
Passport
PGT Healthcare maintained its leadership with 39% value share sales in cough, cold and
allergy (hay fever) remedies. The company with its flagship brand Vicks was one of the most
well-known brands in the category. The brand recall value of Vicks was extremely high, and it
was almost synonymous with cough remedies. Hence, with the help of its brand image, the
company continued to be the leader in 2014.
International companies continued to dominate cough, cold and allergy (hay fever) remedies
in 2014. This was observed, as their flagship brands continued to enjoy a longstanding
presence amongst consumers due to their effectiveness and easy availability across all retail
channels.
As Indian consumers were still not very knowledgeable about the OTC status of medicines,
the concept of private label and OTC generics was even more limited. Hence, brands did not
really compete at all with OTC generics and private label, both of which had negligible sales.
PROSPECTS
Cold, cough and allergy (hay fever) remedies will continue to grow consistently over the
forecast period. The consumption of these products will no longer be limited to monsoons or
winters, but across the year. As the corporate culture in urban areas becomes more popular,
the lack of time, poor eating habits, and overall lowered immunity combined with perennial
exposure to air conditioning and pollution will help to drive the growth.
The forecast period is expected to grow by a value CAGR of 2% at constant 2014 prices,
which is higher than the review period CAGR of 1%. This increase in consumption will be
driven by the fact that consumers will be buying cough, cold and allergy medicines throughout
the year, and will no longer be limited to certain seasons only.
Rising consumption of vitamins will act detrimentally towards the consumption of cough, cold
and allergy (hay fever) remedies. Consumers started to focus on precaution over care, and
consume vitamins on a regular basis, in order to build immunity. This will most likely hamper
the growth over the forecast period.
Companies will most likely start expanding their retail distribution apart from chemists in order
to reach out to a larger consumer base. Furthermore, as these medicines were already
consumed throughout the year in 2014, and will be during the forecast period, stock renewal
with existing retailers will also be done more frequently by manufacturers. Finally, as the OTC
status knowledge was low, manufacturers will most likely start to invest in promoting their
brands in order to create that awareness amongst consumers.
CATEGORY DATA
Table 29
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value
2009-2014
INR million
Antihistamines/Allergy
2009
2010
2011
2012
2013
2014
39
Remedies (Systemic)
Paediatric Cough, Cold
and Allergy Remedies
Combination Products Cough, Cold and Allergy
(Hay Fever) Remedies
Cough Remedies
Decongestants
Medicated Confectionery
Pharyngeal Preparations
Cough, Cold and Allergy
Source:
Note:
Passport
2,279.2
2,380.0
2,601.7
2,850.4
3,102.5
3,353.7
3,250.0
2,983.4
2,776.9
468.0
11,757.5
3,625.4
3,319.3
3,070.6
519.6
12,914.9
4,005.6
3,662.5
3,637.5
573.7
14,481.0
4,443.7
4,057.5
4,171.6
635.7
16,158.9
4,850.7
4,374.1
4,714.8
685.5
17,727.5
5,277.5
4,689.8
5,263.2
734.8
19,318.9
Table 30
Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: %

Value Growth 2009-2014
Antihistamines/Allergy Remedies
(Systemic)
Paediatric Cough, Cold and Allergy
Remedies
Combination Products - Cough, Cold and
Allergy (Hay Fever) Remedies
Cough Remedies
Decongestants
Cough, Cold and Allergy (Hay Fever)
Remedies
Source:
Note:
2013/14
2009-14 CAGR
2009/14 Total
8.1
8.0
47.1
8.8
7.2
11.6
7.2
9.0
10.2
9.5
13.6
9.4
10.4
62.4
57.2
89.5
57.0
64.3
Table 31
Sales of Decongestants by Category: Value 2009-2014
INR million
Nasal Sprays
Oral Decongestants
Inhalant Decongestants
Decongestant Rubs
Nasal Decongestant Drops
Nasal Decongestant
Plasters
Decongestants
Source:
Note:
Table 32
2009
2010
2011
2012
2013
2014
1,031.1
1,952.3
-
1,123.2
2,196.1
-
1,227.9
2,434.6
-
1,352.3
2,705.2
-
1,463.8
2,910.3
-
1,569.9
3,119.9
-
2,983.4
3,319.3
3,662.5
4,057.5
4,374.1
4,689.8
Sales of Decongestants by Category: % Value Growth 2009-2014
40
Passport
Nasal Sprays
Oral Decongestants
Inhalant Decongestants
Decongestant Rubs
Nasal Decongestant Drops
Nasal Decongestant Plasters
Decongestants
Source:
Note:
2009-14 CAGR
2009/14 Total
7.2
7.2
7.2
8.8
9.8
9.5
52.2
59.8
57.2
Table 33
NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: %
Value 2010-2014
% retail value rsp

Company
PGT Healthcare
Johnson & Johnson
(India) Ltd
Dabur India Ltd
Alembic Ltd
Pfizer Ltd
Reckitt Benckiser
(India) Ltd
GlaxoSmithKline
Plethico
Pharmaceuticals Ltd
Ltd
Hamdard Wakf
Laboratories Ltd
Pvt Ltd
Tulison Pharma Ltd
Emami Ltd
Cadbury India Ltd
Procter & Gamble
Nestl India Ltd
Kopran Ltd
Amrutanjan Ltd
Boots Piramal
Healthcare Pvt Ltd
Others
Total
Source:
2013/14
2010
2011
2012
2013
2014
8.4
8.1
37.5
7.8
38.1
7.8
38.8
8.7
7.8
4.5
3.8
3.2
3.3
4.7
3.6
3.0
3.2
4.7
3.6
3.0
3.1
4.8
3.6
3.0
3.0
5.0
3.7
3.0
2.9
2.3
1.6
2.3
2.0
2.2
2.0
2.3
2.1
2.4
2.2
1.4
1.5
1.6
1.6
1.6
1.4
0.7
1.4
0.7
1.4
0.7
1.5
0.8
1.6
0.8
0.8
0.8
0.8
0.8
0.8
0.8
0.7
0.8
0.7
0.7
0.3
0.7
0.3
0.7
0.3
0.3
0.1
7.4
38.2
0.3
0.1
7.7
37.9
0.3
0.1
8.2
-
0.3
0.1
8.5
-
0.3
0.1
-
21.0
100.0
21.2
100.0
21.8
100.0
20.8
100.0
19.5
100.0
41
Table 34
LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: %
Value 2011-2014
% retail value rsp

Brand
Company
Vicks
Halls
Benadryl
Dabur
Glycodin
Waterbury's Compound
Strepsils
D'Cold
Crocin
Travisil
Chericof
Amrutanjan
Joshina
Koflet
Smyle
Kas Madhu
Himani
Halls
Vicks
Amrutanjan
Strepsils
Coldarin
Smyle
Acti-V
Benadryl
Others
Total
Source:
Passport
PGT Healthcare
Johnson & Johnson
(India) Ltd
Dabur India Ltd
Alembic Ltd
Pfizer Ltd
Reckitt Benckiser
(India) Ltd
GlaxoSmithKline
Plethico
Pharmaceuticals Ltd
Hamdard Wakf
Laboratories Ltd
Pvt Ltd
Tulison Pharma Ltd
Emami Ltd
Cadbury India Ltd
Procter & Gamble
Amrutanjan Ltd
Boots Piramal
Healthcare Pvt Ltd
Johnson & Johnson
(India) Ltd
Kopran Ltd
Nestl India Ltd
Pfizer Ltd
2011
2012
2013
2014
8.1
37.5
7.8
38.1
7.8
38.8
8.7
7.8
4.7
3.6
3.0
3.2
4.7
3.6
3.0
3.1
4.8
3.6
3.0
3.0
5.0
3.7
3.0
2.9
2.3
2.0
2.2
2.0
2.3
2.1
2.4
2.2
1.5
1.6
1.6
1.6
1.4
0.7
0.8
1.4
0.7
0.8
1.5
0.8
0.8
1.6
0.8
0.8
0.8
0.7
0.7
0.3
0.7
0.3
0.7
0.3
0.3
0.1
7.7
37.9
0.3
0.1
8.2
-
0.3
0.1
8.5
-
0.3
0.1
-
21.2
100.0
21.8
100.0
20.8
100.0
19.5
100.0
Table 35

Category: Value 2014-2019
INR million
Antihistamines/Allergy
Remedies (Systemic)
Paediatric Cough, Cold
and Allergy Remedies
Combination Products Cough, Cold and Allergy
2014
2015
2016
2017
2018
2019
3,353.7
3,454.4
3,547.7
3,632.8
3,705.5
3,771.3
42

Cough Remedies
Decongestants
Source:
Note:
Table 36
Passport
5,277.5
4,689.8
5,263.2
734.8
19,318.9
5,435.8
4,759.0
5,331.1
751.8
19,732.1
5,582.6
4,835.1
5,380.4
766.8
20,112.6
5,716.6
4,899.6
5,422.5
779.8
20,451.3
5,836.7
4,951.9
5,449.6
790.7
20,734.4
5,941.7
4,988.2
5,451.6
799.4
20,952.2
trade sources

Category: % Value Growth 2014-2019
Antihistamines/Allergy Remedies
(Systemic)
Paediatric Cough, Cold and Allergy
Remedies
Combination Products - Cough, Cold and
Allergy (Hay Fever) Remedies
Cough Remedies
Decongestants
Remedies
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
1.8
2.4
12.5
1.8
0.7
0.0
1.1
1.1
2.4
1.2
0.7
1.7
1.6
12.6
6.4
3.6
8.8
8.5
trade sources
43
DERMATOLOGICALS IN INDIA CATEGORY ANALYSIS

HEADLINES
Dermatologicals current value sales grow by 8% to reach Rs9.8 billion by 2014
Increasing awareness about skin allergies and ailments drives growth
Topical germicidals/antiseptics records fastest growth of 9% in 2014
Emami Ltd maintains lead with value share of 49% in 2014
Dermatologicals is likely to grow by a value CAGR of 1% at constant 2014 prices over the
forecast period to reach Rs10.2 billion in 2019
TRENDS
With increasing consumer awareness of skin allergies and ailments coupled with the
increased willingness to spend money on skin care, the demand for dermatologicals
continued to grow over the review period. In addition, greater awareness of skin care led
many consumers to opt for buying over-the-counter products from chemists/pharmacies.
2014s current value sales for dermatologicals grew by 8% which was marginally slower than
the review period mainly due to the huge sales base that it reached over the review period.
The continued growth in dermatologicals was mainly due to increasing self-medication
coupled with the increased acceptance of products such as antipruritics and vaginal
antifungals.
The fastest growth in 2014 was topical germicidals/antiseptics, which witnessed value growth
of 9%. The growth was primarily driven by the popularity of well-established brands such as
Himani, Boroline, Betadine and Soframycin which have become household names when it
comes to the treatment of minor cuts or injuries. Brands such as Himani and Boroline are
used not just for medical purposes but for maintaining overall healthy skin.
There were no changes in formulation, delivery mechanisms and packaging in 2014.
As of 2014, there are not many paediatric products available over-the-counter. Most of the
parents continue to consult health practitioners to treat their childrens skin conditions. Some
parents, especially in tier II and tier III cities, continued to use adult dermatological brands
such as Boroline and Betadine for minor cuts and burns.
Despite the increase in the frequency for television commercials for dermatologicals,
especially for vaginal antifungals, female consumers were not very comfortable buying such
products without a doctors prescription. However, antiparasitics or head lice treatments were
quite commonly used and advertised in 2014, especially the brand Licel by Sujanil Chemo
Industries. However, treatments for body lice continued to be dominated by prescription
medicines.
Passport
44
Passport
Emami continued to maintain its leading position with 49% value share in 2014. The
companys popularity was mainly due to its popular brand Himani Boroplus which find multiple
uses because of its long established presence and popularity amongst consumers. The
companys brand Boroplus finds use in treatment of cuts, burns, rashes, nappy rash, skin
dryness and insect bites.
Dermatologicals remained dominated by domestic manufacturers including Emami, GD
Pharmaceuticals Pvt Ltd and Piramal Enterprises Ltd in 2014. Domestic manufacturers
constituted over 75% of the total value sales mainly due to the countrywide availability and
long established presence of their brands.
OTC generics or private label products continued to be negligible in dermatologicals in 2014.
PROSPECTS
Consumers will continue to use topical germicidals or antiseptics for small burns and cuts
which would maintain the growth momentum over the forecast period. Consumers are unlikely
to start consulting doctors for minor skin ailments and will continue to the trust the long
established brands such as Betadine and Boroline. As a result, dermatologicals value sales
are likely to grow by a value CAGR of 1% at constant 2014 prices over the forecast period.
The only potential threat to the growth of dermatologicals, especially topical
germicidals/antiseptics, over the forecast period would be the increased availability and
awareness about cosmetic skin products. Such products are not only used to treat minor skin
issues such as dryness but also claim to beautify the skin.
Manufacturers are likely to look at adding herbal and natural ingredients such as aloe vera
and neem which already enjoy popularity for having medicinal effects and for improving the
look and feel of skin. Such products would also help manufacturers to build and maintain
consumers trust in the products
CATEGORY DATA
Table 37
Sales of Dermatologicals by Category: Value 2009-2014
INR million
Medicated Shampoos
Topical Antifungals
Vaginal Antifungals
Hair Loss Treatments
Nappy (Diaper) Rash
Treatments
Antiparasitics/Lice
(Head and Body)
Treatments
Antipruritics
Cold Sore Treatments
Haemorrhoid Treatments
Paediatric
Dermatologicals
Topical Allergy
Remedies/Antihistamines
Topical Germicidals/
2009
2010
2011
2012
2013
2014
281.0
34.5
-
297.1
37.8
-
311.4
39.8
-
333.5
42.7
-
352.4
45.4
-
370.9
46.6
-
284.8
326.9
359.5
398.2
431.8
465.6
1,020.7
-
1,106.9
-
1,184.8
-
1,276.0
-
1,362.8
-
1,449.8
-
4,005.3
4,478.3
4,987.3
6,047.8
6,803.0
7,419.4
45
Antiseptics
Dermatologicals
Source:
Note:
Passport
5,626.3
6,247.0
6,882.8
8,098.1
8,995.3
9,752.2
Table 38
Sales of Dermatologicals by Category: % Value Growth 2009-2014
Medicated Shampoos
Topical Antifungals
Vaginal Antifungals
Nappy (Diaper) Rash Treatments
Antiparasitics/Lice (Head and Body)
Treatments
Antipruritics
Paediatric Dermatologicals
Topical Allergy Remedies/Antihistamines
Topical Germicidals/Antiseptics
Dermatologicals
Source:
Note:
2009/14 Total
5.2
2.6
7.8
5.7
6.2
10.3
32.0
35.0
63.5
6.4
9.1
8.4
7.3
13.1
11.6
42.0
85.2
73.3
NBO Company Shares of Dermatologicals: % Value 2010-2014
% retail value rsp

Company
Emami Ltd
GD Pharmaceuticals Pvt
Ltd
Win Medicare Ltd
Aventis Pharma Ltd
Marico Ltd
B-Tex Ointment Mfg Co
Chattem Inc
Johnson & Johnson
(India) Ltd
Reckitt Benckiser
(India) Ltd
Sujanil Chemo Industries
Pfizer Ltd
Others
Total
Table 40
2009-14 CAGR
Table 39
Source:
2013/14
2010
2011
2012
2013
2014
41.6
8.8
47.4
8.6
51.0
7.8
52.6
7.5
48.9
7.1
7.2
7.3
4.7
4.2
4.3
2.3
8.1
7.4
6.5
4.6
4.2
4.1
2.3
8.0
6.9
6.0
4.2
4.0
3.7
2.1
7.4
6.9
5.8
5.7
4.1
4.0
3.6
2.0
1.5
6.4
5.4
5.4
3.9
3.8
3.4
2.0
1.5
0.5
0.5
0.5
0.4
0.2
11.3
100.0
0.2
6.1
100.0
0.2
6.2
100.0
0.2
5.6
100.0
0.2
11.5
100.0
LBN Brand Shares of Dermatologicals: % Value 2011-2014
46
% retail value rsp

Brand
Himani
Boroline
Betadine
Caladryl
Itch Guard
Soframycin
Mediker
B-Tex
Selsun
Nizoral
Borosoft
Ring Guard
Licel
Caladryl
Ring Guard
Caladryl
Others
Total
Source:
Passport
Company
2011
2012
2013
2014
Emami Ltd
GD Pharmaceuticals Pvt Ltd
Win Medicare Ltd
Aventis Pharma Ltd
Marico Ltd
Chattem Inc
Johnson & Johnson
(India) Ltd
Reckitt Benckiser
(India) Ltd
Sujanil Chemo Industries
Johnson & Johnson
(India) Ltd
Pfizer Ltd
47.4
8.6
7.4
5.6
4.6
4.2
4.1
2.3
1.7
51.0
7.8
6.9
5.2
4.2
4.0
3.7
2.1
1.6
52.6
7.5
6.9
5.7
5.1
4.1
4.0
3.6
2.0
1.5
48.9
7.1
6.4
5.4
4.8
3.9
3.8
3.4
2.0
1.5
0.9
0.5
0.7
0.5
0.7
0.5
0.6
0.4
0.2
6.3
0.2
5.8
0.2
-
0.2
-
6.1
100.0
6.2
100.0
5.6
100.0
11.5
100.0
Table 41
Forecast Sales of Dermatologicals by Category: Value 2014-2019
INR million
Medicated Shampoos
Topical Antifungals
Vaginal Antifungals
Nappy (Diaper) Rash
Treatments
Antiparasitics/Lice
(Head and Body)
Treatments
Antipruritics
Paediatric
Dermatologicals
Topical Allergy
Remedies/Antihistamines
Topical Germicidals/
Antiseptics
Dermatologicals
Source:
Note:
Table 42
2014
2015
2016
2017
2018
2019
370.9
46.6
-
376.7
44.3
-
382.0
42.4
-
386.7
40.7
-
391.0
38.9
-
394.9
37.2
-
465.6
477.7
489.2
500.0
509.9
518.9
1,449.8
-
1,474.2
-
1,496.5
-
1,515.3
-
1,532.1
-
1,545.7
-
7,419.4
7,501.0
7,568.8
7,625.8
7,671.0
7,706.5
9,752.2
9,874.0
9,978.9
10,068.4
10,142.9
10,203.2
trade sources
Forecast Sales of Dermatologicals by Category: % Value Growth 2014-2019
47
Passport
Medicated Shampoos
Topical Antifungals
Vaginal Antifungals
Nappy (Diaper) Rash Treatments
Antiparasitics/Lice (Head and Body)
Treatments
Antipruritics
Paediatric Dermatologicals
Topical Allergy Remedies/Antihistamines
Topical Germicidals/Antiseptics
Dermatologicals
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
1.0
-4.5
1.8
1.3
-4.4
2.2
6.5
-20.1
11.5
0.9
0.5
0.6
1.3
0.8
0.9
6.6
3.9
4.6
trade sources
48
DIGESTIVE REMEDIES IN INDIA CATEGORY ANALYSIS

HEADLINES
Digestive remedies grows by 8% in terms of current value sales in 2014 to total Rs13 billion
Herbal/traditional digestive remedies witnesses stronger growth than standard option in 2014
Antacids registers the strongest growth in terms of current value sales at 8%
Dabur India Ltd maintains its leadership with 41% value share in 2014
Digestive remedies is expected to grow by a value CAGR of 1% at constant 2014 prices over
the forecast period
TRENDS
Digestive remedies in India registered steady growth in 2014. The growth was driven by the
consistently spicy and oily food that Indians consume. Local food is inherently rich in spices,
which will continue to be the case as a result of which most consumers tend to opt for
digestive remedies in order to gain relief from digestive orders. Furthermore, the water used
at most of the restaurants is not of the best quality; as urban Indians, due to lack of time,
started to dine out more, digestive issues started to become more common, which helped to
drive growth.
Digestive remedies registered a current value CAGR of 9% during the review period. This was
marginally higher than 2014s growth rate. The marginal decline was observed as more
consumers became cautious of their eating habits in order to avoid digestion issues.
Antacids registered current value growth of 8% in 2014. The growth continued to be driven by
the typical Indian food. Furthermore, urban consumers started to eat out more often, which
mostly included fried fast food, which helped to drive the growth of antacids during 2014.
Paediatric digestive remedies registered current value growth of 6% in 2014. These digestive
remedies continued to be relatively niche with mostly an urban consumer base. It contributed
8% share of total digestive remedies in 2014. Parents were generally very sceptical about
giving any medicine to children without a doctors consultation; however, as digestive issues
are so common in the country due to the foods, paediatric digestive remedies started to
become common amongst the urban consumers.
Consumers generally bought digestive remedies based on knowledge regarding the brands.
Most of the brands were advertised quite heavily by manufacturers, and since they did not
have any particular side effects, they were consumed without any hesitance by the
consumers. The pricing of most of the digestive remedies was generally quite affordable and
available in concentrate, liquid, tablet and capsule formats.
Dabur India maintained its leadership in 2014 with 41% value share. The company with its
flagship brands Hajmola, Pudin Hara and Nature Care enjoyed strong brand recall value due
Passport
49
Passport
to their longstanding presence and herbal/traditional formulation, which made them household
names for any digestive disorder.
The digestive remedies had an equally strong presence of both domestic and international
companies. This was observed as for most of the herbal/traditional options, domestic
companies were preferred. Whereas for most standard options, international companies were
preferred. This was observed as the companies positioned themselves in such a manner.
As Indian consumers were still not very knowledgeable about the OTC status of medicines,
the concept of private label and OTC generics was even more limited. Hence, brands did not
really compete at all with OTC generics and private label, both of which had negligible sales
PROSPECTS
Digestive remedies is expected to continue with steady growth over the forecast period. With
the spicy nature of Indian cuisine, these medicines will continue to have a consistent market,
and the brands will always be everyday household names. Furthermore, manufacturers
realise this, and will continue to promote their brands via television commercials, in-store
promotions and radio commercials.
Digestive remedies is expected to grow by a value CAGR of 1% at constant 2014 prices over
the forecast period. This is stronger than the review period value CAGR of -1%. The growth is
expected to be driven by more consumers dining out, especially urban consumers due to lack
of time and convenience.
The potential threat to the forecast is expected to be the growing trend of health and wellness
amongst consumers. Although this trend remained limited to urban consumers, and even
amongst them a niche consumer base, the knowledge regarding eating spice food everyday
became quite apparent to consumers. Even if the meal is cooked at home, consumers started
to shift to less oily and spicy food. This is expected to continue and become strong as a trend
over the forecast period. Hence, it will most likely act detrimentally towards the growth of
digestive remedies in India.
Manufacturers will continue to push the sales of their brands via television/radio commercials
as well as in-store/outdoor promotional campaigns. As a large percentage of the population
continued to live in rural India, with poor quality of water and eating spicy food, manufacturers
started to target this untapped consumer base for their growth. Hence, the promotional
campaigns might shift toward the rural consumer base, but manufacturers will continue to do
the same over the forecast period.
CATEGORY DATA
Table 43
Sales of Digestive Remedies by Category: Value 2009-2014
INR million
Paediatric Digestive
Remedies
Diarrhoeal Remedies
IBS Treatments
Indigestion and
Heartburn Remedies
Laxatives
2009
2010
2011
2012
2013
2014
761.7
796.4
839.1
899.8
953.9
1,009.2
5,927.3
6,463.2
7,158.3
7,907.5
8,606.6
9,320.3
1,238.8
1,365.0
1,559.0
1,749.8
1,919.1
2,033.7
50
Motion Sickness Remedies

Digestive Remedies
Source:
Note:
Passport
588.6
8,516.3
613.8
9,238.4
641.2
10,197.6
671.1
11,228.2
698.2
12,177.7
729.6
13,092.8
Table 44
Sales of Digestive Remedies by Category: % Value Growth 2009-2014
Paediatric Digestive Remedies

Diarrhoeal Remedies
IBS Treatments
Indigestion and Heartburn Remedies
Laxatives
Digestive Remedies
Source:
Note:
2009/14 Total
5.8
8.3
6.0
4.5
7.5
5.8
9.5
10.4
4.4
9.0
32.5
57.2
64.2
24.0
53.7
NBO Company Shares of Digestive Remedies: % Value 2010-2014
% retail value rsp

Company
Dabur India Ltd
Abbott India Ltd
GlaxoSmithKline
Pfizer Ltd
TTK Healthcare Ltd
Cadila Healthcare Ltd
Organon (India) Pvt Ltd
Wallace Pharmaceuticals
Pvt Ltd
Cipla Ltd
Ajanta Pharma Ltd
RPG Life Sciences Ltd
UCB India Pvt Ltd
Boots Piramal
Healthcare Pvt Ltd
Nicholas Piramal
Others
Total
Table 46
2009-14 CAGR
Table 45
Source:
2013/14
2010
2011
2012
2013
2014
30.0
12.8
11.5
34.5
12.7
11.4
37.3
12.6
11.6
39.6
12.7
12.5
41.2
12.9
12.8
8.6
5.3
2.8
1.6
1.5
0.6
9.5
5.1
2.7
1.5
1.4
0.6
9.7
5.0
2.6
1.6
1.4
1.4
0.6
10.1
5.0
2.6
1.5
1.4
1.4
0.6
10.2
5.0
2.6
1.5
1.4
1.3
0.6
0.5
0.5
0.2
0.1
1.7
-
0.5
0.4
0.2
0.1
1.7
-
0.5
0.4
0.2
0.1
-
0.5
0.4
0.2
0.1
-
0.5
0.4
0.2
0.1
-
22.1
100.0
17.6
100.0
14.9
100.0
11.4
100.0
9.2
100.0
LBN Brand Shares of Digestive Remedies: % Value 2011-2014
51
% retail value rsp

Brand
Hajmola
Eno
Pudin Hara
Digene
Gelusil
Nature Care
Woodward's
Celebrated Gripe
Water
Dulcoflex
Cremaffin
Polycrol Forte
Bonnisan
Naturolax
Agarol
Dabur
Vomistop
Avomine
Pinkoo Gripe Water
Vomiset
Dramnate
Diligan Tab
Laxose
Gravol
Dulcolax
Polycrol Forte
Polycrol Forte
Polycrol Forte
Passport
Company
2011
2012
2013
2014
Dabur India Ltd

GlaxoSmithKline
Dabur India Ltd
Abbott India Ltd
Pfizer Ltd
Dabur India Ltd
TTK Healthcare Ltd
19.3
11.4
20.9
11.6
22.2
12.5
23.4
12.8
9.7
10.2
8.7
4.8
5.1
10.5
10.2
8.9
5.2
5.0
11.1
10.2
9.3
5.6
5.0
11.6
10.5
9.4
5.5
5.0
2.0
1.5
1.4
0.8
0.7
0.5
0.4
0.4
0.4
2.0
1.6
1.4
1.4
0.8
0.7
0.5
0.4
0.4
0.4
2.1
1.5
1.4
1.4
0.8
0.7
0.5
0.4
0.4
0.4
2.6
2.0
1.5
1.4
1.3
0.8
0.7
0.5
0.4
0.4
0.4
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.2
0.1
0.1
0.1
0.1
0.1
0.1
2.7
1.7
-
2.6
-
2.6
-
17.6
100.0
14.9
100.0
11.4
100.0
9.2
100.0

Abbott India Ltd
Pfizer Ltd
Dabur India Ltd
Cipla Ltd
Abbott India Ltd
Ajanta Pharma Ltd
Pvt Ltd
RPG Life Sciences Ltd
UCB India Pvt Ltd
Pvt Ltd
Pvt Ltd
Boots Piramal
Healthcare Pvt Ltd
Nicholas Piramal
Others
Total
Source:
Table 47
Forecast Sales of Digestive Remedies by Category: Value 2014-2019
INR million
Paediatric Digestive
Remedies
Diarrhoeal Remedies
IBS Treatments
Indigestion and
Heartburn Remedies
Laxatives
Digestive Remedies
Source:
Note:
2014
2015
2016
2017
2018
2019
1,009.2
1,022.3
1,032.5
1,040.8
1,046.0
1,049.1
9,320.3
9,511.8
9,679.3
9,825.1
9,952.2
10,057.1
2,033.7
729.6
13,092.8
2,060.2
740.6
13,334.8
2,082.8
748.7
13,543.3
2,097.4
754.7
13,718.0
2,107.9
758.5
13,864.6
2,114.2
760.7
13,981.2
trade sources
52
Table 48
Passport
Forecast Sales of Digestive Remedies by Category: % Value Growth 20142019
Paediatric Digestive Remedies

Diarrhoeal Remedies
IBS Treatments
Indigestion and Heartburn Remedies
Laxatives
Digestive Remedies
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
0.3
1.1
0.3
0.3
0.8
0.8
1.5
0.8
0.8
1.3
4.0
7.9
4.0
4.3
6.8
trade sources
53
EYE CARE IN INDIA - CATEGORY

ANALYSIS
HEADLINES
Eye care grows by 15% in current value terms to reach Rs13 billion in 2014
Non-prescription eye care continues to be very niche in India and limited to urban population
Allergan India Pvt Ltd is the leading player with 71% value share in 2014
Eye care is expected to grow by a value CAGR of 5% at constant 2014 prices during the
forecast period
TRENDS
Eye care in India was a very niche category with a presence primarily in urban India. This was
observed as the knowledge regarding these products was limited amongst consumers.
Furthermore, when it came to eye care most consumers preferred to consult a doctor, in order
to be completely sure about their complaint.
The delivery mechanism was mostly drops, which came in a compact plastic packaging, easy
to carry and use. No new innovation was observed regarding packaging, formulation and
delivery mechanism in 2014.
For eye care supplements, Indians continued to prefer using dietary supplements with the
help of whole foods, instead of ingesting pills. People in India, strongly believed in having a
balanced nutritious diet for most of their ailments. In case of eye care, consumers continued
to prefer whole foods and vegetables over eye health supplements, as a result of which, eye
health supplements continued to be a niche in India.
Allergan India Pvt Ltd was the leader in terms of actual value sales in 2014. The company
with their flagship brand Refresh Tears was amongst the most well-known brands for
standard eye allergy, which was prescribed by doctors and chemists alike. Although the
company did not promote its brand with any promotional activities, it still had a strong
presence due to its longevity.
The domestic eye care brands in India were primarily prescription based. In India, in order to
push sales the prescription route continued to be much stronger compared to OTC. The
concept of over-the-counter medicines was still not very common amongst consumers. In
order to push their value sales, manufacturers continued to opt for the prescription route to
sell their products, whether the brand was OTC or not.
Eye care is extremely niche amongst consumers, as a result of which its primary target
audience continued to be the urban consumer base which was aware of these products. As a
result of which, private label or generics were not popular in case of eye care. Furthermore,
consumers were very sceptical about using brands which they were not aware of without
doctors consultation, which further added to the non-popularity of private label or generics.
Passport
54
Passport
PROSPECTS
Eye care is expected to grow by a value CAGR of 5% at constant 2014 prices over the
forecast period. This growth will be driven by the increasing number of consumers warming
up to the idea of OTC medicines, and increased knowledge about eye care. Although
manufacturers continued to follow the prescription route, chemists and opticians started to
advise consumers on how best to use these products for the betterment of their vision in
2014. This will continue over the forecast period, which will help to drive further growth.
Lack of promotional campaigns by manufacturers will have a detrimental an effect on growth
of eye care in India.
Companies which start to advertise via electronic and print media will be responsible in
generating awareness amongst consumers regarding OTC eye care in India, and will
therefore witness the strongest growth in India.
CATEGORY DATA
Table 49
Sales of Eye Care by Category: Value 2009-2014
INR million
Allergy Eye Care

Standard Eye Care
Eye Care
Source:
Note:
2009
2010
2011
2012
2013
2014
5,941.7
5,941.7
6,357.5
6,357.5
7,362.5
7,362.5
9,452.7
9,452.7
11,522.1
11,522.1
13,211.5
13,211.5
Table 50
Sales of Eye Care by Category: % Value Growth 2009-2014
Allergy Eye Care

Standard Eye Care
Eye Care
Source:
Note:
2013/14
2009-14 CAGR
2009/14 Total
14.7
14.7
17.3
17.3
122.4
122.4
Table 51
NBO Company Shares of Eye Care: % Value 2010-2014
% retail value rsp

Company
2010
2011
2012
2013
2014

Others
Total
70.0
30.0
100.0
70.0
30.0
100.0
70.0
30.0
100.0
70.0
30.0
100.0
71.1
28.9
100.0
55
Source:
Table 52
LBN Brand Shares of Eye Care: % Value 2011-2014
% retail value rsp

Brand
Refresh Tears
Others
Total
Source:
Passport
Company
2011
2012
2013
2014
70.0
30.0
100.0
70.0
30.0
100.0
70.0
30.0
100.0
71.1
28.9
100.0
Table 53
Forecast Sales of Eye Care by Category: Value 2014-2019
INR million
Allergy Eye Care

Standard Eye Care
Eye Care
Source:
Note:
Table 54
2014
2015
2016
2017
2018
2019
13,211.5
13,211.5
14,274.2
14,274.2
14,992.8
14,992.8
15,653.4
15,653.4
16,243.0
16,243.0
16,780.3
16,780.3
trade sources
Forecast Sales of Eye Care by Category: % Value Growth 2014-2019
Allergy Eye Care

Standard Eye Care
Eye Care
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
3.3
3.3
4.9
4.9
27.0
27.0
trade sources
56
NRT SMOKING CESSATION AIDS IN

INDIA - CATEGORY ANALYSIS
HEADLINES
NRT smoking cessation aids current value sales grow by 8% to reach Rs184 million by 2014
Consumers keen to quit smoking look for cigarette alternatives
NRT Gum remains the only product in NRT smoking cessation aids
Johnson & Johnson (India) Ltd maintains lead with value share of 58% in 2014
NRT smoking cessation aids is likely to grow by a value CAGR of 2% at constant 2014 prices
over the forecast period
TRENDS
Driven by the increasing awareness about the harmful effects associated with smoking
cigarettes, consumers continued to look for cigarette alternatives such as NRT gum which are
likely to help them quit smoking completely in the longer run. In addition, the continuous
increase in cigarettes prices coupled with the stricter bans on public smoking continued to
push consumers to stop smoking or look for alternatives.
2014s current value sales growth at 8% was marginally slower than that of growth between
2011, 2012 and 2013 mainly because the growth was coming from a small base during this
period Although NRT smoking cessation aids has only been present in India since 2010, it
gained acceptance in the last few years of the review period. NRT cessation products
witnessed an increase in popularity due to the marketing of the manufacturing companies that
increased awareness amongst consumers.
Since NRT gum remains a comparatively newer product, manufacturers continued to focus on
expanding distribution and creating awareness about the product usage. Therefore, most of
the products were sold in standard packaging and gum formats in 2014 as well.
The government does not subsidise the price of NRT smoking cessation aids. In 2014, the
average unit price for NRT gum was at Rs5 which was quiet comparable to the price of one
cigarette. However, many consumers continued to find it expensive compared to the
confectionery gum in India which usually retails at Rs1 or Rs2.
Johnson & Johnson (India) Ltd maintained its lead with value share of 58% in 2014. The
company continued to enjoy its first mover advantage in the category.
NRT smoking cessation aids remained dominated by international manufacturers, namely
Johnson & Johnson. However, domestic manufacturers also made a foray into NRT smoking
cessation. For instance, ITC Ltd introduced Kwiknic in 2013.
Private label continued to have negligible presence in 2014.
Passport
57
Passport
PROSPECTS
Driven by the growing awareness about the health hazards associated with smoking, many
consumers are likely to either reduce or quit smoking. Most of them would switch to smoking
alternatives before they quit smoking completely. To leverage on this, manufacturers such as
Johnson & Johnson are likely to expand the distribution of NRT gum in tier II and tier III cities
as well. In addition, many new manufacturers are likely to introduce NRT gum over the
forecast period. As a result, NRT gum is likely to grow by a value CAGR of 2% at constant
2014 prices.
While there are no significant threats to growth, the unpalatable taste of NRT gum might not
appeal to many consumers. In addition, the high average unit price might restrict NRT gums
popularity only to urban consumers.
If not banned by any new legislation, companies are likely to develop flavoured NRT gum to
make it more appetising to attract more consumers.
CATEGORY INDICATORS
Table 55
Number of Smokers by Gender 2009-2014
Male ('000)
Female ('000)
Total ('000)
Male (%)
Female (%)
Total (%)
Source:
2009
2010
2011
2012
2013
2014
93,650.0
14,741.1
108,391.0
12.1
1.0
6.7
93,735.1
16,126.6
109,861.7
12.0
1.0
6.6
94,141.4
16,368.8
110,510.1
11.9
1.0
6.6
95,683.8
16,529.6
112,213.4
11.9
1.0
6.5
97,201.4
16,680.9
113,882.3
11.7
1.0
6.5
98,689.4
17,416.1
116,105.5
11.7
1.0
6.5
Euromonitor International from official statistics
CATEGORY DATA
Table 56
Sales of NRT Smoking Cessation Aids by Category: Value 2010-2014
INR million
NRT Gum
NRT Inhalators
NRT Lozenges
NRT Patches
Other NRT
NRT Smoking Cessation
Aids
Source:
Note:
Table 57
2010
2011
2012
2013
2014
122.0
122.0
140.3
140.3
156.7
156.7
170.1
170.1
184.0
184.0
Sales of NRT Smoking Cessation Aids by Category: % Value Growth 20102014
58
Passport
NRT Gum
NRT Inhalators
NRT Lozenges
NRT Patches
Other NRT
NRT Smoking Cessation Aids
Source:
Note:
2013/14
2010-14 CAGR
2010/14 Total
8.2
8.2
10.8
10.8
50.8
50.8
Table 58
Sales of NRT Gum by Flavour: % Value Breakdown 2009-2014
% retail value rsp

2009
2010
2011
2012
2013
2014
95.0
4.0
1.0
100.0
95.0
4.0
1.0
100.0
95.0
4.0
1.0
100.0
95.5
4.0
0.5
100.0
95.6
4.0
0.4
100.0
Mint
Original/Classic
Other NRT Gum Flavours
Total
Source:
Note:
Table 59
NBO Company Shares of NRT Smoking Cessation Aids: % Value 2010-2014
% retail value rsp

Company
Johnson & Johnson
(India) Ltd
Others
Total
Source:
2011
2012
2013
2014
57.8
56.8
56.6
57.4
58.3
15.6
26.6
100.0
15.7
27.5
100.0
15.9
27.5
100.0
16.3
26.3
100.0
16.6
25.0
100.0
Table 60
LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2011-2014
% retail value rsp

Brand
Nicorette
Nulife
Others
Total
Source:
2010
Company
2011
2012
2013
2014
Johnson & Johnson

(India) Ltd
56.8
56.6
57.4
58.3
15.7
27.5
100.0
15.9
27.5
100.0
16.3
26.3
100.0
16.6
25.0
100.0
59
Table 61
Passport
Forecast Sales of NRT Smoking Cessation Aids by Category: Value 20142019
INR million
NRT Gum
NRT Inhalators
NRT Lozenges
NRT Patches
Other NRT
NRT Smoking Cessation
Aids
Source:
Note:
Table 62
2014
2015
2016
2017
2018
2019
184.0
184.0
188.4
188.4
192.6
192.6
196.4
196.4
199.9
199.9
202.9
202.9
trade sources
Forecast Sales of NRT Smoking Cessation Aids by Category: % Value

Growth 2014-2019
NRT Gum
NRT Inhalators
NRT Lozenges
NRT Patches
Other NRT
NRT Smoking Cessation Aids
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
1.5
1.5
2.0
2.0
10.2
10.2
trade sources
60
WOUND CARE IN INDIA - CATEGORY

ANALYSIS
HEADLINES
Wound cares current value sales grow by 5% to reach Rs2.7 billion by 2014
Wound care remains a mature category with no innovations and lack of marketing activity
Gauze, tape and other wound care records fastest current value growth of 5% in 2014
Johnson & Johnson (India) Ltd dominates with value share of 69% in 2014
Wound care is expected to stagnate during the forecast period
TRENDS
Wound care remained a mature category with limited competition and lack of product
advertisements and promotions. Consumers bought wound care products only on a need
basis in 2014.
No new formats were launched for wound care in 2014. Wound care continued to be available
only in the existing formats of band aids (water proof and otherwise), gauze, tape and other
wound care.
Wound care value sales grew by 5% which was marginally slower than the review period
CAGR of 6%. The slowdown was attributed to the maturity of wound care and continued use
of home remedies and antiseptics for minor cuts and burns.
Johnson & Johnson maintained its lead with value share of 69% in 2014. The company
continued to enjoy first mover advantage for its brand Band-Aid which leads wound care with
value share of 52% in 2014. In addition to Band-Aid, the companys other brands including
Leukocrepe and Johnson & Johnson First Aid were also widely available and used by
consumers across the country.
Wound care remained dominated by multinational companies, mainly Johnson & Johnson and
Beiersdorf India Ltd. These two companies were the only players in the category to have a
sizeable presence.
There were no private label products in wound care with any substantial share in 2014.
PROSPECTS
Wound care continued to be a mature category with a lack of innovation and marketing by
existing manufacturers. Therefore, it is likely to stagnate in average value terms at constant
2014 prices over the forecast period.
Although there are no potential threats, wound care tends to be only used on a need basis
when people get minor cuts or injuries.
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61
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Companies are likely to create innovative products mainly to attract children. However, there
would be very limited activity mainly because there is only one player with limited competition
which limits the need to spend on advertisements and promotion.
CATEGORY DATA
Table 63
Sales of Wound Care by Category: Value 2009-2014
INR million
First Aid Kits

Gauze, Tape and Other
Wound Care
Sticking Plasters/
Adhesive Bandages
Wound Care
Source:
Note:
2009
2010
2011
2012
2013
2014
587.1
635.8
675.2
714.5
754.5
794.7
1,497.6
1,594.2
1,687.8
1,771.8
1,854.6
1,937.4
2,084.7
2,230.0
2,363.0
2,486.3
2,609.1
2,732.1
Table 64
Sales of Wound Care by Category: % Value Growth 2009-2014
First Aid Kits

Gauze, Tape and Other Wound Care
Sticking Plasters/Adhesive Bandages
Wound Care
Source:
Note:
2009-14 CAGR
2009/14 Total
5.3
4.5
4.7
6.2
5.3
5.6
35.4
29.4
31.1
Table 65
NBO Company Shares of Wound Care: % Value 2010-2014
% retail value rsp

Company
Johnson & Johnson
(India) Ltd
Beiersdorf India Ltd
Others
Total
Source:
2013/14
2010
2011
2012
2013
2014
70.8
70.7
70.8
71.1
68.8
19.3
10.0
100.0
20.9
8.4
100.0
23.0
6.2
100.0
25.3
3.6
100.0
25.2
6.1
100.0
2013
2014
Table 66
LBN Brand Shares of Wound Care: % Value 2011-2014
% retail value rsp

Brand
Company
2011
2012
62
Band-Aid
Dynacrepe
Hansaplast
Leukocrepe
Johnson & Johnson
First Aid
Others
Total
Source:
Passport
Johnson & Johnson

(India) Ltd
Johnson & Johnson
(India) Ltd
Johnson & Johnson
(India) Ltd
56.3
55.3
54.4
52.0
14.0
15.1
16.3
16.3
13.0
8.0
0.4
14.2
8.8
0.4
15.6
9.7
0.4
15.0
10.1
0.4
8.4
100.0
6.2
100.0
3.6
100.0
6.1
100.0
Table 67
Forecast Sales of Wound Care by Category: Value 2014-2019
INR million
First Aid Kits

Gauze, Tape and Other
Wound Care
Sticking Plasters/
Adhesive Bandages
Wound Care
Source:
Note:
Table 68
2014
2015
2016
2017
2018
2019
794.7
781.5
771.4
763.6
756.9
751.1
1,937.4
1,949.7
1,959.6
1,967.3
1,973.0
1,976.1
2,732.1
2,731.2
2,731.0
2,730.9
2,729.9
2,727.2
trade sources
Forecast Sales of Wound Care by Category: % Value Growth 2014-2019
First Aid Kits

Gauze, Tape and Other Wound Care
Sticking Plasters/Adhesive Bandages
Wound Care
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
-0.8
0.2
-0.1
-1.1
0.4
0.0
-5.5
2.0
-0.2
trade sources
63
SPORTS NUTRITION IN INDIA CATEGORY ANALYSIS

HEADLINES
Sports nutrition grows by 19% in current value terms to reach Rs5 billion in 2014
Sports nutrition continues to have its primary consumer base amongst body builders
Powder continues to be the only type of sports nutrition in India
Neulife Nutrition Systems maintains its leadership with 46% value share in 2014
Sports nutrition is expected to grow by a value CAGR of 10% at constant 2014 prices over the
forecast period.
TRENDS
Sports nutrition in India continued to be present only in the form of sports protein powder in
2014. This was consumed by people who were heavily into body building and primarily
worked towards weight lifting. Due to this, the primary consumer base continued to be men,
as women in India were still not very open to the idea of body building. The consumption of
protein powder in India was advised mostly by personal trainers in gyms, as a result of which
it was viewed as one of the products which was consumed purely for weight lifters only.
2014s growth rate was higher than the average current value growth over the review period
at 17%. The increased growth rate in 2014 was due to consumers becoming extremely
conscious of their overall looks and health, which led them to work out more regularly and
vigorously. As more people started to go to the gym, more of them started to gain knowledge
about these products, and hence awareness started to increase, which helped growth during
2014.
The attitude towards sports nutrition in India continued to be the same, which meant that most
of the consumers viewed it as a product to be consumed when someone is trying to build their
body in an extremely muscular manner. Both men and women who did not want that sort of
physique continued to stay from these products.
The only sports nutrition available in India was protein powder which was the only product to
have a strong retail distribution network and was easily available. The concept of sports
nutrition continued to be associated only with serious workouts, which was not for weight loss,
but for muscle building.
Neulife Nutrition Systems maintained its leadership position with 46% value share in 2014.
The company with its flagship brand Optimum Nutrition was one of the first brands to enter
India, and introduce the concept of whey protein to Indian body builders. As a result of which
the brand enjoyed strong brand recall value, and its continued high quality made it a favourite
amongst all consumers.
Passport
64
Passport
International companies continued to dominate sports nutrition in 2014. This was observed as
the product was introduced to the Indian masses by international companies, as a result of
which, international brands continued to have a stronger brand recall value and sense of trust
amongst consumers.
PROSPECTS
Sports nutrition is expected to grow by a value CAGR of 10% at constant 2014 prices over the
forecast period. This will be driven by increasing consciousness amongst consumers
regarding both looks and health. This will continue into the forecast period, which will
encourage more consumers to start going to gyms and be introduced to the concept of protein
powder.
As sports nutrition continued to be viewed as something which is consumed only by weight
lifters, its consumer base was extremely limited in 2014. If manufacturers do not promote and
create awareness regarding powder, this will act detrimentally towards its true growth
potential.
Companies will start to expand into more retail channels in order to reach out to a bigger
consumer base over the forecast period. In addition, manufacturers will most likely start
promoting their brands through campaigns apart from those running in gyms, in order to reach
out to the non-gym going consumer base as well.
CATEGORY DATA
Table 69
Sales of Sports Nutrition by Category: Value 2009-2014
INR million
Protein Products
- Protein Bars
- Powder
- RTD
- Other Protein
Non-Protein Products
Sports Nutrition
Source:
Note:
Table 70
2009
2010
2011
2012
2013
2014
2,316.4
2,316.4
2,316.4
2,530.0
2,530.0
2,530.0
2,927.2
2,927.2
2,927.2
3,483.2
3,483.2
3,483.2
4,200.5
4,200.5
4,200.5
5,000.0
5,000.0
5,000.0
Sales of Sports Nutrition by Category: % Value Growth 2009-2014
Protein Products
- Protein Bars
- Powder
- RTD
- Other Protein
Sports Nutrition
2013/14
2009-14 CAGR
2009/14 Total
19.0
19.0
19.0
16.6
16.6
16.6
115.9
115.9
115.9
65
Source:
Note:
Passport
Table 71
NBO Company Shares of Sports Nutrition: % Value 2010-2014
% retail value rsp

Company
Plethico
Pharmaceuticals Ltd
Guardian Lifecare Pvt Ltd
Paradise Nutrition Inc
Others
Total
Source:
2010
2011
2012
2013
2014
44.2
36.6
45.4
21.3
45.8
20.9
46.2
20.2
46.1
20.0
14.2
5.0
100.0
13.8
3.5
16.0
100.0
13.4
4.2
15.7
100.0
12.9
4.7
16.0
100.0
12.8
5.0
16.1
100.0
Table 72
LBN Brand Shares of Sports Nutrition: % Value 2011-2014
% retail value rsp

Brand
Optimum Nutrition
Prolab
GNC Whey Protein
Ultimate Nutrition
MRI
Serious Mass
Coach's Formula
Company
2011
2012
2013
2014

Plethico
Pharmaceuticals Ltd
Guardian Lifecare Pvt Ltd
Paradise Nutrition Inc
Plethico
Pharmaceuticals Ltd
Plethico
Pharmaceuticals Ltd
42.2
15.3
42.7
14.9
43.2
14.2
43.3
14.0
13.8
3.5
3.2
13.4
4.2
3.2
12.9
4.7
3.2
12.8
5.0
3.2
3.2
2.8
3.1
2.8
2.9
2.8
2.8
2.8
16.0
100.0
15.7
100.0
16.0
100.0
16.1
100.0
Others
Total
Source:
Table 73
Forecast Sales of Sports Nutrition by Category: Value 2014-2019
INR million
Protein Products
- Protein Bars
- Powder
- RTD
- Other Protein
Sports Nutrition
Source:
Note:
2014
2015
2016
2017
2018
2019
5,000.0
5,000.0
5,000.0
5,550.0
5,550.0
5,550.0
6,127.2
6,127.2
6,127.2
6,746.0
6,746.0
6,746.0
7,400.5
7,400.5
7,400.5
8,081.3
8,081.3
8,081.3
trade sources
66
Table 74
Passport
Forecast Sales of Sports Nutrition by Category: % Value Growth 2014-2019
Protein Products
- Protein Bars
- Powder
- RTD
- Other Protein
Sports Nutrition
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
9.2
9.2
9.2
10.1
10.1
10.1
61.6
61.6
61.6
trade sources
67
VITAMINS AND DIETARY

SUPPLEMENTS IN INDIA - CATEGORY
ANALYSIS
HEADLINES
Vitamins and dietary supplements grows by 9% in current value terms in 2014 to reach Rs60
billion
Consumption of vitamins and dietary supplements becomes more acceptable in 2014
amongst consumers
Fish oils/omega fatty acids registers strongest current value growth of 18%
Amway India Enterprises Pvt Ltd continues to lead with 15% value share in 2014
Vitamins and dietary supplements is expected to grow by a value CAGR of 4% at constant
2014 prices over the forecast period
TRENDS
Consumption of vitamins and dietary supplements registered growth of 9% in terms of current
value sales in 2014. The growth was driven by the increased acceptance of vitamins and
dietary supplements as part of a regular diet. Indians generally focussed on a wholesome
meal in order to obtain all the required vitamins and minerals. However, as most consumers
started to dine out due to their fast paced lifestyles and increased annual disposable incomes,
consumption of vitamins and dietary supplements purely through diet became difficult. A
result of which was more and more consumers started to shift to supplements, which helped
to drive growth in 2014.
2014 registered current value sales growth of 9% which was lower than the review period
CAGR of 13%. The decrease was observed due to stabilisation of vitamins and dietary
supplements in its product lifecycle.
The fastest growth was experienced by fish oils/omega fatty acids. The knowledge regarding
the importance of consuming fish oils/omega fatty acids on a regular basis became quite
strong amongst urban consumers due to the increased exposure of consumers towards
health and wellness. A result of which helped to push sales of fish oils. Omega fatty acids
were promoted by packaged food companies as well, which helped to increase the overall
growth of fish oils amongst consumers in 2014.
VITAMINS
Vitamins registered current value growth of 7% in 2014. This growth was driven by an
increasing number of consumers moving away from wholesome meals to dining out. Lack of
time, led consumers, especially urban consumers to not have time to focus on nutrition from
diet directly, as a result of which vitamin consumption on a regular basis was advised by both
physicians and accepted by consumers alike.
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68
Vitamins growth in 2014 was lower than the current value CAGR of the review period at 11%.
A decrease in the growth rate was observed, as most consumers started to realise the
importance of a daily intake of vitamins around 2009-2010, and new consumers switching to
this trend were fewer in number compared to existing consumers; as a result of which, the
growth rate registered stabilisation.
The penetration of vitamins in the country continued to be present only in urban areas. Very
few semi-urban and rural consumers purchased these products without a doctors suggestion.
This was observed, as the majority of consumers are semi-urban and rural India continued to
experience a more traditional lifestyle, where eating at home was more common; thereby they
already consumed a wholesome meal and did not require vitamins in a pill format.
Other multivitamins positioning continued to dominate the sales of multivitamins in 2014 with
76% value share. This was observed as other multivitamins mostly were purchased for
general health which was the most popular amongst consumers for overall health and
wellness.
DIETARY SUPPLEMENTS
Dietary supplements registered current value growth of 10% in 2014. The growth was driven
by urban consumers who preferred to eat out and had long working hours, which did not allow
them to obtain the required nutrition from their diet.
The review period CAGR of 13% was relatively higher than the growth rate experienced in
2014. The slowdown in the growth rate was observed due to the increased awareness
regarding these products during the review period, as a result of which, the growth stabilised
over the years.
General health continued to be most popular positioning amongst dietary supplements in
2014 with 78% value share. Most consumers take dietary supplements in order to cover for
the lack of a certain nutrient from their basic diet, as a result of which, consumers primarily
focussed on general health dietary supplements over others.
Herbal/traditional dietary supplements continued to be the more popular formulations in 2014,
due to its longstanding presence in the country, and hence enjoyed first mover advantage
over the non-herbal versions.
Paediatric vitamins and dietary supplements registered current value growth of 11% in 2014.
This was a relatively new product in India, and hence did not have a very high penetration
amongst consumers. As a result of which, it enjoyed strong sales and had good growth
potential.
Tonics and bottled nutritive drinks registered current value growth of 6% in 2014. The growth
was driven by the longstanding consumer base, old and young who continued to consume
these products in order to have better health and improve the general wellbeing.
Amway India Enterprises Pvt Ltd maintained its leading position in 2014 with 15% value
share. The company with its longstanding presence and strong distribution network was very
popular amongst consumers in terms of quality.
Both domestic and international companies had a strong presence in vitamins and dietary
supplements in 2014. The herbal/traditional variants were mostly popular due to the domestic
Passport
69
Passport
companies, who enjoyed first mover advantage, whereas the international companies enjoyed
strong urban consumer demand, who preferred non-herbal variants of the same.
PROSPECTS
Vitamins and dietary supplements is expected to grow by a value CAGR of 4% at constant
2014 prices over the forecast period. This will be driven by an urban consumer base, whose
fast-paced lifestyles will not allow them to have wholesome meals, and hence will have to
switch to supplements in order to cover for the nutrients required on a daily basis.
Vitamins and dietary supplements is expected to grow faster during the forecast period
compared to the value CAGR experienced during the review period of 3% at constant 2014
prices. This is expected due to the increased awareness regarding the products and the
increased need of these products due to the expected change in lifestyles.
Rising awareness of health and wellness will eventually lead consumers to understand how
important it is to have a proper diet. This will hamper the growth of dietary supplements over
the forecast period.
CATEGORY DATA
Summary 17
Positioning
Dietary Supplements: Brand Ranking by Positioning 2013

Brand ranking
Brand
GBO
Bone
Energy
General Health
Heart Health
Memory Health
Source:
Calcium Sandoz
Novartis AG
Calcium Sandoz
Woman
Novartis AG
Ossopan
TTK Healthcare Ltd
Revital
Daiichi Sankyo Co
Ltd
Glucon D
HJ Heinz Co
Glucose-D
Dabur India Ltd
Seven Seas
Merck KGaA
Seacod Capsules
Sanofi
Revital
Daiichi Sankyo Co
Ltd
Nutrilite Garlic Heart

Care
Amway Corp
Seven Seas
Merck KGaA
Bilovas
Zydus Cadila Group
Ginkocer
Daiichi Sankyo Co
Ltd
Ginkoba
Microlabs Ltd
Euromonitor International for Trade Sources
Summary 18
Multivitamins: Brand Ranking by Positioning 2013
70
Passport
Positioning
Brand ranking
Brand
GBO
Teenagers
Supradyn
Bayer AG
Elderly
Supradyn
Bayer AG
Riconia
Daiichi Sankyo Co
Ltd
Nutrilite Daily
Amway Corp
Becosules
Pfizer Inc
Polybion
Merck KGaA
Other Multivitamins
Positioning
Source:
Euromonitor International for Trade Sources
Table 75
Sales of Vitamins and Dietary Supplements by Category: Value 2009-2014
INR million
Dietary Supplements
- Combination Dietary
Supplements
- Herbal/Traditional
Dietary Supplements
-- Combination Herbal/
Traditional Dietary
Supplements
-- Echinacea
-- Evening Primrose Oil
-- Garlic
-- Ginkgo Biloba
-- Ginseng
-- St John's Wort
-- Other Herbal/
Traditional Dietary
Supplements
- Non-Herbal/
Traditional Dietary
Supplements
-- Co-Enzyme Q10
-- Combination NonHerbal/Traditional
Dietary Supplements
-- Eye Health Supplements
-- Fish Oils/Omega
Fatty Acids
-- Glucosamine
-- Minerals
-- Probiotic Supplements
-- Protein Supplements
-- Other Non-Herbal/
Traditional Dietary
Supplements
Paediatric Vitamins and
Dietary Supplements
Tonics and Bottled
Nutritive Drinks
Vitamins
2009
2010
2011
2012
2013
2014
25,185.0
1,462.3
28,826.8
1,628.5
32,888.5
1,824.9
36,947.6
2,086.1
41,314.2
2,309.5
45,327.4
2,567.2
9,500.5
11,021.1
12,303.3
13,802.7
15,633.6
17,331.7
1,155.2
1,286.5
1,450.8
1,658.4
1,847.6
2,053.8
345.7
5.7
2,232.6
5,761.3
372.8
6.3
2,603.0
6,752.4
404.9
7.0
2,987.6
7,453.0
444.8
7.7
3,433.4
8,258.4
479.9
8.3
3,965.5
9,332.3
511.3
8.9
4,282.8
10,474.9
15,684.5
17,805.7
20,585.2
23,144.9
25,680.6
27,995.8
307.1
342.0
374.1
427.7
461.9
513.4
123.1
139.6
153.9
169.2
185.2
218.5
6,765.8
4,642.9
3,845.6
7,400.6
5,165.8
4,757.8
7,843.3
6,463.9
5,750.0
8,290.6
7,643.3
6,614.2
8,813.4
8,645.9
7,574.3
9,355.2
9,432.2
8,476.4
1,027.0
1,433.0
2,076.5
2,587.4
2,942.7
3,272.3
1,648.9
1,777.4
1,896.5
2,009.6
2,123.8
2,240.6
5,254.7
5,845.6
6,539.5
7,402.0
8,133.7
8,722.1
71
- Multivitamins
- Single Vitamins
-- Vitamin A
-- Vitamin B
-- Vitamin C
-- Vitamin D
-- Vitamin E
-- Other Single Vitamins
Supplements
Source:
Note:
Table 76
Passport
3,287.4
1,967.3
1,030.9
671.3
265.1
33,115.6
3,685.2
2,160.4
1,061.5
819.6
279.3
37,882.8
4,193.8
2,345.7
1,057.7
992.3
295.7
43,401.0
4,864.8
2,537.2
1,048.0
1,177.9
311.3
48,946.6
5,466.0
2,667.7
1,103.6
1,237.2
326.9
54,514.4
5,887.1
2,835.0
1,197.7
1,292.7
344.6
59,562.3
Sales of Vitamins and Dietary Supplements by Category: % Value Growth

2009-2014
Dietary Supplements
- Combination Dietary Supplements
- Herbal/Traditional Dietary Supplements
-- Combination Herbal/Traditional
Dietary Supplements
-- Echinacea
-- Garlic
-- Ginkgo Biloba
-- Ginseng
-- St John's Wort
-- Other Herbal/Traditional Dietary
Supplements
- Non-Herbal/Traditional Dietary
Supplements
-- Co-Enzyme Q10
-- Combination Non-Herbal/Traditional
Dietary Supplements
-- Fish Oils/Omega Fatty Acids
-- Glucosamine
-- Minerals
-- Other Non-Herbal/Traditional
Dietary Supplements
Paediatric Vitamins and Dietary
Supplements
Tonics and Bottled Nutritive Drinks
Vitamins
- Multivitamins
- Single Vitamins
-- Vitamin A
-- Vitamin B
-- Vitamin C
-- Vitamin D
-- Vitamin E
2013/14
2009-14 CAGR
2009/14 Total
9.7
11.2
10.9
11.2
12.5
11.9
12.8
12.2
80.0
75.6
82.4
77.8
6.6
7.5
8.0
12.2
8.1
9.3
13.9
12.7
47.9
56.3
91.8
81.8
9.0
12.3
78.5
11.2
10.8
67.2
18.0
6.1
9.1
11.9
12.2
6.7
15.2
17.1
77.6
38.3
103.2
120.4
11.2
26.1
218.6
5.5
7.2
7.7
6.3
8.5
4.5
5.4
9.3
6.3
10.7
12.4
7.6
3.0
14.0
5.4
12.5
35.9
66.0
79.1
44.1
16.2
92.6
30.0
79.9
72
Source:
Note:
Passport
Table 77
Sales of Multivitamins by Positioning: % Value 2009-2014
% retail value rsp
Elderly
Men
Pregnancy
Teenagers
Women
Other Multivitamins
Positioning
Total
Source:
Note:
2009
2010
2011
2012
2013
2014
7.0
2.5
6.5
1.0
2.5
80.5
7.5
2.5
6.5
1.3
3.0
79.3
8.0
2.5
7.0
1.5
3.5
77.5
8.5
2.5
7.2
1.5
3.5
76.8
8.5
2.5
7.2
1.6
3.6
76.7
8.7
2.5
7.5
1.6
3.6
76.2
100.0
100.0
100.0
100.0
100.0
100.0
Table 78
Sales of Dietary Supplements by Positioning: % Value 2009-2014
% retail value rsp
Bone
Energy
General Health
Heart Health
Memory Health
Other Dietary
Supplement Positioning
Total
Source:
Note:
2009
2010
2011
2012
2013
2014
2.0
4.2
79.0
0.2
0.0
14.6
2.0
4.2
78.5
0.2
0.0
15.1
1.9
4.2
78.2
0.2
0.0
15.4
1.9
4.2
78.2
0.3
0.0
15.4
1.9
4.3
78.1
0.3
0.0
15.5
1.9
4.3
78.1
0.3
0.0
15.5
100.0
100.0
100.0
100.0
100.0
100.0
Table 79
NBO Company Shares of Vitamins and Dietary Supplements: % Value 20102014
% retail value rsp

Company
Pvt Ltd
Dabur India Ltd
Heinz India Pvt Ltd
India Pvt Ltd
Pfizer Ltd
Franco-Indian
Emami Ltd
2010
2011
2012
2013
2014
16.0
17.0
18.3
17.2
15.0
12.1
7.2
2.3
11.7
7.3
4.7
11.4
7.2
5.8
11.7
7.1
6.5
12.4
7.3
7.1
4.8
3.0
2.9
2.5
4.9
2.8
2.7
2.4
4.8
2.8
2.7
2.4
4.5
2.8
2.6
2.4
4.3
3.0
2.7
2.4
1.7
1.7
1.9
2.0
2.1
73
Passport
Merck (India) Ltd

India Pvt Ltd
Cadila Pharmaceuticals
Ltd
Novartis India Ltd
Ltd
Shree Baidyanath
Ayurved Bhawan Pvt Ltd
Hamdard Wakf
Laboratories Ltd
Danone France SA
Abbott India Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Universal Medicare Ltd
British Biologicals Ltd
Wipro Consumer Care &
Lighting Ltd
Wockhardt Ltd
TTK Healthcare Ltd
US Vitamins (India) Ltd
Bayer (India) Ltd
Alembic Ltd
Glenmark
Pharmaceuticals Ltd
Indian Drugs &
Pharmaceuticals Ltd
Wipro Ltd
Others
Total
Source:
2.6
1.5
2.4
1.7
2.2
1.8
2.1
1.9
2.1
1.9
1.8
1.8
1.7
1.7
1.8
1.5
1.3
1.4
1.2
1.3
1.2
1.3
1.2
1.3
1.2
0.9
0.9
1.0
1.0
1.0
1.3
1.2
1.1
1.1
1.0
0.7
0.5
0.7
0.5
0.6
0.4
0.8
0.7
0.4
0.8
0.7
0.4
0.4
0.4
0.4
-
0.4
0.4
0.4
-
0.4
0.3
0.4
-
0.4
0.3
0.4
0.3
0.4
0.4
0.3
0.3
1.2
0.2
0.2
0.1
0.1
0.2
1.0
0.2
0.2
0.1
0.1
0.1
1.0
0.2
0.2
0.1
0.1
0.1
0.2
0.2
0.2
0.1
0.1
0.1
0.2
0.2
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.3
0.1
31.8
100.0
0.3
0.1
29.7
100.0
0.3
28.3
100.0
28.6
100.0
29.4
100.0
Table 80
LBN Brand Shares of Vitamins and Dietary Supplements: % Value 2011-2014
% retail value rsp

Brand
Nutrilite
Dabur
Glucon D
Herbalife Protein
Powder
Glucose-D
Revital
Becosules
Dexorange
Liv 52
Forever Living
Haem Up
Herbalife
Company
2011
2012
2013
2014

Pvt Ltd
Dabur India Ltd
Heinz India Pvt Ltd
India Pvt Ltd
Dabur India Ltd
Pfizer Ltd
Franco-Indian
India Pvt Ltd
Cadila Pharmaceuticals Ltd
India Pvt Ltd
17.0
18.3
17.2
15.0
8.4
7.3
3.5
7.9
7.2
4.3
7.9
7.1
4.9
8.1
7.3
5.4
3.3
4.2
2.6
2.4
3.4
4.5
2.6
2.4
3.8
4.2
2.6
2.4
4.3
4.0
2.6
2.4
1.9
1.7
1.9
1.8
2.0
1.9
2.2
1.9
1.8
1.2
1.7
1.5
1.7
1.6
1.8
1.7
74
Himani
Becozinc
Emami Ltd
Ltd
Merck (India) Ltd
Shree Baidyanath
Novartis India Ltd
Danone France SA
Merck (India) Ltd
Hamdard Wakf
Laboratories Ltd
Hamdard Wakf
Laboratories Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Emami Ltd
Lighting Ltd
Novartis India Ltd
Emami Ltd
Merck (India) Ltd
Wockhardt Ltd
Wipro Ltd
Neurobion
Baidyanath
Calcium Sandoz
Protinex
Pure Herbs
Polybion
Safi
Cinkara
Celin
Kesari Jeevan
Seven Seas
B-Protin
Glucovita
Hematrine
Zandu
Evion
Protinex
Glucovita
Chyawan Active
Others
Total
Source:
Passport
1.2
1.2
1.3
1.2
1.4
1.2
1.5
1.2
1.4
0.9
1.3
1.0
1.2
1.0
1.2
1.0
0.9
0.8
0.6
0.7
0.8
0.7
0.6
0.6
0.8
0.8
0.7
0.6
0.6
0.8
0.8
0.7
0.6
0.6
0.6
0.5
0.5
0.5
0.5
0.4
0.4
0.4
0.3
0.3
0.4
-
0.3
0.3
0.4
-
0.4
0.3
0.4
0.3
0.4
0.4
0.3
0.3
0.4
0.3
0.3
0.8
0.3
0.3
32.6
100.0
0.3
0.3
0.3
0.8
0.3
31.0
100.0
0.3
0.3
0.3
31.3
100.0
0.3
0.3
0.3
31.9
100.0
Table 81
LBN Brand Shares of Vitamins: % Value 2011-2014
% retail value rsp

Brand
Nutrilite
Becosules
Neurobion
Polybion
Celin
Evion
Supractiv Complete
Supradyn
Winofit
Vi-Syneral
Riconia
Becozyme
Nutrisan
Surbex
Sukcee
Limcee
Chewcee
Multivite FM
Sclerobion
Company
2011
2012
2013
2014

Pvt Ltd
Pfizer Ltd
Merck (India) Ltd
Merck (India) Ltd
GlaxoSmithKline
Pharmaceuticals Ltd
Merck (India) Ltd
Abbott India Ltd
Abbott India Ltd
Wockhardt Ltd
US Vitamins (India) Ltd
Abbott India Ltd
Novartis India Ltd
Pfizer Ltd
Indian Drugs &
Pharmaceuticals Ltd
Abbott India Ltd
Wyeth Ltd
Aventis Pharma Ltd
Merck (India) Ltd
39.3
44.1
41.9
37.0
17.6
9.3
4.3
3.0
17.1
8.7
4.0
2.8
17.2
8.3
3.9
2.7
18.0
8.2
4.0
2.7
2.1
1.4
1.9
1.4
1.3
0.9
0.8
0.7
0.5
0.4
1.9
1.5
1.8
1.3
1.2
0.8
0.8
0.6
0.5
0.4
1.8
1.6
1.7
1.2
1.1
0.8
0.7
0.6
0.5
0.4
1.8
1.7
1.7
1.2
1.1
0.7
0.7
0.5
0.4
0.4
0.4
0.2
0.4
0.3
0.2
0.4
0.4
0.3
0.2
0.4
0.3
0.3
0.2
75
Limcee
Limcee
Multivite FM
Becozyme
Limcee
Supractiv
Supradyn
Becozyme
Supractiv Complete
Supradyn
Others
Total
Source:
Passport

0.5
0.3
13.5
100.0
0.4
11.1
100.0
14.4
100.0
18.8
100.0
Table 82
LBN Brand Shares of Dietary Supplements: % Value 2011-2014
% retail value rsp

Brand
Nutrilite
Dabur
Glucon D
Herbalife Protein
Powder
Glucose-D
Revital
Dexorange
Liv 52
Haem Up
Himani
Becozinc
Baidyanath
Calcium Sandoz
Protinex
Pure Herbs
Kesari Jeevan
Seven Seas
B-Protin
Glucovita
Hematrine
Zandu
Garlic Pearls
Threptin
Ossopan
Protinules
Glenseng
Himalaya Pure Herbs
Protinex
Glucovita
Chyawan Active
Others
Total
Company
2011
2012
2013
2014

Pvt Ltd
Dabur India Ltd
Heinz India Pvt Ltd
India Pvt Ltd
Dabur India Ltd
Franco-Indian
Cadila Pharmaceuticals Ltd
Emami Ltd
Ltd
Shree Baidyanath
Novartis India Ltd
Danone France SA
Emami Ltd
Lighting Ltd
Novartis India Ltd
Emami Ltd
TTK Healthcare Ltd
Alembic Ltd
Glenmark
Pharmaceuticals Ltd
Wockhardt Ltd
Wipro Ltd
13.6
14.3
13.4
11.7
11.1
9.6
4.6
10.5
9.5
5.7
10.4
9.4
6.4
10.7
9.5
7.1
4.3
5.5
3.2
4.6
5.9
3.2
5.1
5.5
3.1
5.6
5.2
3.1
2.6
2.3
1.6
1.6
2.6
2.3
1.7
1.6
2.7
2.3
1.8
1.6
2.9
2.3
2.0
1.6
1.2
1.3
1.3
1.4
1.1
1.0
0.3
0.4
0.5
-
1.1
1.0
0.4
0.4
0.5
-
1.1
1.1
1.0
0.5
0.4
0.5
0.4
1.1
1.1
0.9
0.5
0.5
0.5
0.4
0.5
0.3
0.3
0.3
0.2
0.2
0.2
0.5
0.4
0.3
0.3
0.2
0.2
0.2
0.4
0.4
0.3
0.3
0.2
0.1
0.2
0.4
0.4
0.3
0.3
0.2
0.1
0.1
0.1
1.1
0.4
0.4
31.2
100.0
0.1
1.1
0.4
30.0
100.0
0.1
30.1
100.0
0.1
30.2
100.0
76
Source:
Passport
Table 83
Forecast Sales of Vitamins and Dietary Supplements by Category: Value

2014-2019
INR million
Dietary Supplements
- Combination Dietary
Supplements
- Herbal/Traditional
Dietary Supplements
-- Combination Herbal/
Traditional Dietary
Supplements
-- Echinacea
-- Garlic
-- Ginkgo Biloba
-- Ginseng
-- St John's Wort
-- Other Herbal/
Traditional Dietary
Supplements
- Non-Herbal/
Traditional Dietary
Supplements
-- Co-Enzyme Q10
-- Combination NonHerbal/Traditional
Dietary Supplements
-- Fish Oils/Omega
Fatty Acids
-- Glucosamine
-- Minerals
-- Other Non-Herbal/
Traditional Dietary
Supplements
Paediatric Vitamins and
Dietary Supplements
Tonics and Bottled
Nutritive Drinks
Vitamins
- Multivitamins
- Single Vitamins
-- Vitamin A
-- Vitamin B
-- Vitamin C
-- Vitamin D
-- Vitamin E
Supplements
2014
2015
2016
2017
2018
2019
45,327.4
2,567.2
47,477.2
2,695.5
49,612.0
2,785.0
51,735.6
2,855.0
53,838.1
2,917.9
55,902.3
2,973.2
17,331.7
17,974.5
18,558.1
19,090.0
19,593.2
20,039.3
2,053.8
2,169.8
2,241.9
2,298.3
2,363.5
2,408.3
511.3
8.9
4,282.8
10,474.9
525.2
9.1
4,381.3
10,889.0
538.3
9.2
4,473.3
11,295.4
549.7
9.3
4,549.4
11,683.4
559.6
9.4
4,613.0
12,047.8
568.0
9.4
4,663.8
12,389.8
27,995.8
29,502.7
31,053.9
32,645.5
34,244.9
35,863.0
513.4
525.6
543.1
556.7
554.4
564.9
218.5
235.4
252.6
270.2
287.9
305.4
9,355.2
9,432.2
8,476.4
9,463.4
10,233.9
9,044.4
9,561.9
11,073.1
9,623.2
9,649.4
11,959.0
10,210.2
9,732.3
12,867.9
10,802.4
9,801.8
13,794.4
11,396.5
3,272.3
3,383.5
3,485.0
3,579.1
3,665.0
3,745.7
2,240.6
2,258.5
2,272.1
2,283.4
2,290.3
2,292.6
8,722.1
5,887.1
2,835.0
1,197.7
1,292.7
344.6
59,562.3
9,148.7
6,258.0
2,890.7
1,240.2
1,312.1
338.4
62,267.9
9,575.0
6,633.4
2,941.6
1,278.9
1,327.6
335.1
64,944.1
10,022.0
7,031.4
2,990.6
1,314.7
1,341.0
334.9
67,620.2
10,474.5
7,439.3
3,035.2
1,349.0
1,350.4
335.8
70,267.8
10,923.6
7,848.4
3,075.2
1,379.7
1,357.3
338.2
72,864.2
77
Source:
Note:
Table 84
Passport
trade sources
Forecast Sales of Vitamins and Dietary Supplements by Category: % Value

Growth 2014-2019
Dietary Supplements
- Combination Dietary Supplements
- Herbal/Traditional Dietary Supplements
-- Combination Herbal/Traditional
Dietary Supplements
-- Echinacea
-- Garlic
-- Ginkgo Biloba
-- Ginseng
-- St John's Wort
-- Other Herbal/Traditional Dietary
Supplements
- Non-Herbal/Traditional Dietary
Supplements
-- Co-Enzyme Q10
-- Combination Non-Herbal/Traditional
Dietary Supplements
-- Fish Oils/Omega Fatty Acids
-- Glucosamine
-- Minerals
-- Other Non-Herbal/Traditional
Dietary Supplements
Paediatric Vitamins and Dietary
Supplements
Vitamins
- Multivitamins
- Single Vitamins
-- Vitamin A
-- Vitamin B
-- Vitamin C
-- Vitamin D
-- Vitamin E
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
3.8
1.9
2.3
1.9
4.3
3.0
2.9
3.2
23.3
15.8
15.6
17.3
1.5
0.6
1.1
2.8
2.1
1.1
1.7
3.4
11.1
5.8
8.9
18.3
4.7
5.1
28.1
1.9
1.9
10.0
6.1
0.7
7.2
5.5
6.9
0.9
7.9
6.1
39.8
4.8
46.2
34.4
2.2
2.7
14.5
0.1
4.3
5.5
1.3
2.3
0.5
0.7
3.7
0.5
4.6
5.9
1.6
2.9
1.0
-0.4
4.1
2.3
25.2
33.3
8.5
15.2
5.0
-1.9
22.3
trade sources
78
WEIGHT MANAGEMENT IN INDIA CATEGORY ANALYSIS

HEADLINES
Weight management records current value growth of 22% to total Rs15 billion in 2014
Direct selling companies continue to dominate weight management in 2014
Meal replacement slimming witnesses the strongest value growth of 25% to reach Rs8 billion
Herbalife International India Pvt Ltd maintains its leading position with 53% value share in
2014
Weight management is expected to grow by a value CAGR at constant 2014 prices of 12%
during the forecast period
TRENDS
Weight management registered strong current value growth in 2014 of 22%. This growth was
driven by the increased awareness amongst consumers to look good and be healthy. The
growth was primarily driven by urban consumers who could not cook at home every day and
hence eat healthily. Furthermore, most of the brands were quite expensive and not affordable
for the masses which made the urban consumer base its primary target.
Weight management registered a current value CAGR of 50% during the review period. The
slowdown in growth was observed due to the maturity of the product amongst consumers,
which was driven by the increased awareness regarding the same.
Obese population increased from 2.6% in 2013 to 2.8% in 2014. Although marginal in
percentage terms, the growth was quite consequential in actual terms. The overweight
population also increased from 17.5% in 2013 to 18% in 2014. The growth was primarily
observed due to changing lifestyles. The majority of the urban population had desk jobs,
which limited physical activity to a very large extent. Furthermore, increased consumption of
alcohol, smoking and eating out led to this growth as well. This was opposite to the direction
that consumers took regarding health and wellness. A result of which was weight
management registering strong growth during 2014.
Weight management is expensive in India and therefore not all consumers invested in these
products. However, eating healthily emerged as one of the strongest trends for weight
management in 2014. Consumers started to include all food groups in their meals. This was
already common in India, as locals originally prepared traditional meals where they ate all the
five food groups. Consumers returned to this tradition in order to eat healthily.
Weight loss tracking became very common in 2014. It was primarily divided into two parts,
one which tracked workouts and the other which tracked calorie intake. Mobile applications
such as MyFitnessPal was one of the most popular amongst consumers, as it had Indian food
in its database as well and hence was easier to track. Workout applications were many in
number, depending on consumers. In addition, wearable technology for fitness became quite
popular, although as these devices were expensive, consumers continued to prefer using
mobile applications.
Passport
79
Passport
Herbalife International India Pvt Ltd maintained its leadership with 53% value share in 2014.
This was observed as firstly Herbalife was one of the only branded and trusted weight
management manufacturers in India. This when combined with its first mover advantage and
brand recall value, helped the company to maintain its leadership.
International companies continued to dominate sales, which was led solely by Herbalife. The
company had an undisputed hold on the category due to its quality and brand image amongst
consumers.
PROSPECTS
Weight management is expected to grow by a value CAGR of 12% at constant 204 prices
over the forecast period. With rising annual disposable incomes and lack of time, consumers
would not have the option but to switch to weight management in order to lose weight and
maintain a healthy attitude.
The potential threat to this growth is the large rural market which may never switch to weight
management. Rural Indians prefer to eat at home and use more traditional options for this
rather than synthetic versions of the same.
Companies will most likely try to tap the consumer base by reducing their unit prices. As of
2014, the price per kilogram for weight management was close to Rs2,700, which made it
unaffordable for the masses. Companies which can offer lower priced products will perform
well over the forecast period.
CATEGORY DATA
Table 85
Sales of Weight Management by Category: Value 2009-2014
INR million
Meal Replacement Slimming

OTC Obesity
Slimming Teas
Weight Loss Supplements
Other Slimming Products
Weight Management
Source:
Note:
Table 86
2009
2010
2011
2012
2013
2014
1,152.5
765.1
1,917.6
1,980.5
1,745.0
3,725.5
3,251.1
3,619.2
6,870.3
4,978.5
4,538.8
9,517.3
6,578.4
5,274.5
11,852.9
8,225.3
6,287.7
14,513.0
Sales of Weight Management by Category: % Value Growth 2009-2014

OTC Obesity
2013/14
2009-14 CAGR
2009/14 Total
25.0
-
48.2
-
613.7
-
80
Passport
Slimming Teas
Weight Management
Source:
Note:
19.2
22.4
NBO Company Shares of Weight Management: % Value 2010-2014
% retail value rsp

Company
India Pvt Ltd
Camillotek India Pvt Ltd
Goodcare Pharma Pvt Ltd
Sanat Products Ltd
Pvt Ltd
Others
Total
2010
2011
2012
2013
2014
42.4
49.0
49.8
51.8
53.3
6.9
1.4
2.9
1.7
9.0
4.1
1.3
1.8
1.0
6.5
3.5
1.6
1.6
0.9
6.1
3.4
1.9
1.5
0.8
-
3.1
2.2
1.5
0.7
-
35.7
100.0
36.2
100.0
36.6
100.0
40.6
100.0
39.2
100.0
Table 88
LBN Brand Shares of Weight Management: % Value 2011-2014
% retail value rsp

Brand
Herbalife Cell-U-Loss
Herbalife ShapeWorks
Himalaya Ayurslim
OPTImeal
Ezi Slim
Sunova
Positrim
Company
2011
2012
2013
2014
India Pvt Ltd
India Pvt Ltd
Camillotek India Pvt Ltd
Goodcare Pharma Pvt Ltd
Sanat Products Ltd
Pvt Ltd
28.3
28.9
29.1
29.5
20.7
20.9
22.8
23.8
4.1
1.3
1.8
1.0
6.5
3.5
1.6
1.6
0.9
6.1
3.4
1.9
1.5
0.8
-
3.1
2.2
1.5
0.7
-
36.2
100.0
36.6
100.0
40.6
100.0
39.2
100.0
Others
Total
Source:
721.8
656.9
Table 87
Source:
52.4
49.9
Table 89
Forecast Sales of Weight Management by Category: Value 2014-2019
INR million

OTC Obesity
Slimming Teas
2014
2015
2016
2017
2018
2019
8,225.3
6,287.7
9,341.2
7,040.3
10,400.2
7,975.6
11,480.6
9,142.8
12,599.6
10,601.1
13,760.3
12,288.1
81

Weight Management
Source:
Note:
Table 90
Passport
14,513.0
16,381.5
18,375.8
20,623.3
23,200.7
26,048.4
trade sources
Forecast Sales of Weight Management by Category: % Value Growth 20142019

OTC Obesity
Slimming Teas
Weight Management
Source:
Note:
2014/2015
2014-19 CAGR
2014/19 TOTAL
9.2
15.9
12.3
10.8
14.3
12.4
67.3
95.4
79.5
trade sources
82
HERBAL/TRADITIONAL PRODUCTS IN
INDIA - CATEGORY ANALYSIS
HEADLINES
Herbal/traditional products grows by 11% in current value sales growth in 2014 to reach Rs55
billion
Herbal/traditional products continues to enjoy strong followership both in urban and rural
areas
Herbal/traditional cough, cold and allergy (hay fever) remedies enjoys highest current value
growth in 2014 of 13%
Emami Ltd maintains its leading position in 2014 with 19% value share
Herbal/traditional products is expected to grow by a value CAGR of 3% at constant 2014
prices over the forecast period
TRENDS
Herbal/traditional products in India continued to enjoy a strong presence and popularity.
These products enjoy a longstanding presence and the fact that they have no side effects
makes them extremely popular amongst consumers. Some of the herbal brands such as
Himani, Dabur, Vicks and Hajmola to name a few were household names, and enjoyed strong
brand recall value. Consumers do not consider herbal/traditional products as medicine, but
rather as supplements which help day to day health requirements.
2014 witnessed current value growth of 11%, which was marginally lower than the current
CAGR of the review period of 12%. The consumption of herbal/traditional products continued
to be consistent during the year. This was observed, as most consumers in India prefer
herbal/traditional products due to their trust in these products and the fact that they work
without any side effects.
Herbal/traditional cough, cold and allergy (hay fever) products registered the strongest growth
in 2014 at 13% in terms of current retail value sales, whereas OTC cough, cold and allergy
(hay fever) remedies registered current value growth of 9%. The growth was observed as
coughs, colds and allergies were no longer seasonal ailments for consumers; erratic rain, air
conditioning in offices combined with increased pollution, led consumers to use these
products throughout the year. As herbal/traditional products provide the relief from these
ailments without any side effects, they continued to be preferred over the standard versions of
the same.
Consumers in India continued to use ayurveda quite frequently. Ayurveda is one of the oldest
forms of medicines in India, and consumers believe that this system of medicinal science
helps to remove the ailment completely, thereby developing a strong immunity for the same.
Hence, ayurveda was used for ailments which were recurrent, such as sleeping disorders,
digestion, vitamins and dietary supplements quite frequently. These products continued to be
popular and very well-known amongst the consumers.
Passport
83
Passport
Emami Ltd maintained its leading position in 2014 with 19% value share. The company is
well-known for herbal/traditional products, due to its longstanding presence and strong
promotions. The company continued to employ popular Indian film industry actors, which
made it a mass brand amongst all economic levels of consumers.
Domestic companies continued to dominate herbal/traditional products in 2014. This was
observed, as these companies enjoyed first mover advantage and they were well recognised
household names amongst consumers.
PROSPECTS
Herbal/traditional products is expected to grow by a value CAGR of 3% at constant 2014
prices over the forecast period. The growth is expected to be driven by the preference of
consumers to use these products over their standard variants, as they allow the ailment to be
relieved without any side effects. In addition, herbal products were considered to be more
effective in certain cases such as cough, cold and allergy and digestion, which would
definitely drive the growth over the forecast period as well.
The potential threat to forecast growth is the rising need to have a quick fix for all ailments. As
herbal products take marginally longer to be effective, the younger consumer base in the age
group of 15-30 years, prefer standard medications in order to address the issue as soon as
possible. This will act detrimentally towards the growth over the forecast period.
Companies realise that consumers in India will have a preference for herbal/traditional
products, as a result of which manufacturers who develop herbal variants for their products
will be able to tap into both the younger and older consumer base. This is most likely going to
become prevalent in the forecast period as well.
CATEGORY DATA
Table 91
Sales of Herbal/Traditional Products by Category: Value 2009-2014
INR million
Topical Analgesics
Calming and Sleeping
Products
Digestive Remedies
Dermatologicals
Medicinal Teas
Smoking Cessation Aids
Paediatric Dietary
Supplements
Dietary Supplements
Tonics and Bottled
Nutritive Drinks
Herbal/Traditional
Products
2009
2010
2011
2012
2013
2014
7,368.7
-
8,269.9
-
9,278.3
-
10,442.8
-
11,680.1
-
13,023.2
-
6,719.2
7,403.6
8,172.4
9,096.2
10,329.0
11,682.1
3,111.0
3,560.0
-
3,443.8
4,033.1
-
3,771.7
4,420.1
-
4,178.1
5,254.7
-
4,587.9
5,828.9
-
4,989.4
6,393.0
-
9,500.5
1,300.1
11,021.1
1,454.5
12,303.3
1,572.7
13,802.7
1,643.5
15,633.6
1,715.6
17,331.7
1,785.2
31,559.4
35,626.0
39,518.5
44,417.9
49,775.1
55,204.6
84
Source:
Note:
Passport
Table 92
Sales of Herbal/Traditional Products by Category: % Value Growth 2009-2014
Topical Analgesics
Calming and Sleeping Products
Remedies
Digestive Remedies
Dermatologicals
Medicinal Teas
Paediatric Dietary Supplements
Dietary Supplements
Source:
Note:
2013/14
2009-14 CAGR
2009/14 Total
11.5
13.1
12.1
11.7
76.7
73.9
8.8
9.7
10.9
4.1
10.9
9.9
12.4
12.8
6.5
11.8
60.4
79.6
82.4
37.3
74.9
Table 93
NBO Company Shares of Herbal/Traditional Products: % Value 2010-2014
% retail value rsp

Company
Emami Ltd
Dabur India Ltd
PGT Healthcare
Ltd
GlaxoSmithKline
India Pvt Ltd
Hamdard Wakf
Laboratories Ltd
Shree Baidyanath
Marico Ltd
Plethico
Pharmaceuticals Ltd
Pvt Ltd
Glenmark
Pharmaceuticals Ltd
Pvt Ltd
2010
2011
2012
2013
2014
16.0
16.7
4.9
2.9
17.3
17.4
5.2
2.9
18.7
17.2
6.0
5.2
2.9
19.2
17.3
5.9
4.8
2.9
18.7
17.5
5.9
4.5
3.1
2.9
3.3
3.3
3.2
3.0
2.7
1.6
1.8
2.0
2.0
2.0
1.7
1.7
1.6
1.6
1.5
1.5
1.5
1.4
1.4
1.4
0.9
1.0
1.1
1.1
1.1
1.0
0.7
0.7
0.5
1.0
0.7
0.7
0.6
1.0
0.7
0.7
0.6
1.1
0.7
0.6
0.6
1.1
0.7
0.6
0.6
0.4
0.5
0.5
0.5
0.4
0.4
0.2
0.4
0.2
0.4
0.1
0.3
0.1
0.3
0.1
0.3
0.3
0.1
0.1
0.1
85
Passport

Tulison Pharma Ltd
Procter & Gamble
Cadbury India Ltd
Amrutanjan Ltd
Kopran Ltd
Nestl India Ltd
Works Ltd
Others
Total
Source:
3.0
0.1
11.0
0.2
0.1
11.1
0.1
0.1
-
0.1
0.1
-
0.1
0.1
-
2.7
-
2.8
-
3.0
-
3.0
-
29.2
100.0
29.3
100.0
33.4
100.0
33.5
100.0
34.7
100.0
Table 94
LBN Brand Shares of Herbal/Traditional Products: % Value 2011-2014
% retail value rsp

Brand
Himani
Dabur
Vicks
Hajmola
Zandu
Revital
Halls
Amrutanjan
Iodex
Forever Living
Emami
Nature Care
Baidyanath
Tiger Balm
Pure Herbs
Mediker
B-Tex
Safi
Travisil
Cinkara
Nutrilite
Kesari Jeevan
Bonnisan
Naturolax
Joshina
Koflet
Garlic Pearls
Glenseng
Smyle
Company
2011
2012
2013
2014
Emami Ltd
Dabur India Ltd
PGT Healthcare
Dabur India Ltd
Emami Ltd
GlaxoSmithKline
India Pvt Ltd
Emami Ltd
Dabur India Ltd
Shree Baidyanath
Marico Ltd
Hamdard Wakf
Laboratories Ltd
Plethico
Pharmaceuticals Ltd
Hamdard Wakf
Laboratories Ltd
Pvt Ltd
Emami Ltd
Hamdard Wakf
Laboratories Ltd
Glenmark
Pharmaceuticals Ltd
Pvt Ltd
10.6
11.1
5.0
4.6
4.6
2.8
3.3
11.7
10.6
6.0
5.3
4.7
4.9
2.9
3.2
12.0
10.5
5.9
5.4
4.9
4.6
2.9
3.0
11.3
10.7
5.9
5.6
5.0
4.3
3.1
2.9
2.7
1.8
2.0
2.0
2.0
1.9
1.2
1.0
1.9
1.3
1.1
1.9
1.4
1.1
2.0
1.3
1.1
1.0
0.9
0.7
0.7
0.7
1.0
0.8
0.7
0.7
0.7
1.1
0.8
0.7
0.6
0.6
1.1
0.8
0.7
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.5
0.5
0.5
0.5
0.5
0.4
0.3
0.4
0.4
0.3
0.3
0.4
0.4
0.3
0.4
0.3
0.3
0.3
0.4
0.3
0.3
0.3
0.3
0.3
0.2
0.3
0.3
0.1
0.2
0.2
0.1
0.2
0.2
0.1
0.3
0.1
0.1
0.1
86
Borosoft
Kas Madhu
Himalaya Pure Herbs
Vicks
Halls
Chyawan Active
Acti-V
Amrutanjan
Moov
Smyle
Zandu
Zandu Kesari Jeevan
Passport

Tulison Pharma Ltd
Procter & Gamble
Cadbury India Ltd
Nestl India Ltd
Amrutanjan Ltd
Kopran Ltd
Works Ltd
Works Ltd
Others
Total
Source:
0.2
0.1
0.1
11.1
0.1
0.1
0.1
-
0.1
0.1
0.1
-
0.1
0.1
0.1
-
2.8
0.3
-
3.0
-
3.0
-
29.5
100.0
33.4
100.0
33.6
100.0
34.7
100.0
Table 95
Forecast Sales of Herbal/Traditional Products by Category: Value 2014-2019
INR million
Topical Analgesics
Calming and Sleeping
Products
Digestive Remedies
Dermatologicals
Medicinal Teas
Paediatric Dietary
Supplements
Dietary Supplements
Tonics and Bottled
Nutritive Drinks
Herbal/Traditional
Products
Source:
Note:
Table 96
2014
2015
2016
2017
2018
2019
13,023.2
-
13,440.1
-
13,829.7
-
14,134.1
-
14,388.5
-
14,589.9
-
11,682.1
12,336.3
12,977.9
13,587.8
14,144.9
14,597.6
4,989.4
6,393.0
-
5,070.7
6,549.6
-
5,145.3
6,702.0
-
5,215.7
6,846.2
-
5,281.8
6,989.6
-
5,342.2
7,126.9
-
17,331.7
1,785.2
17,974.5
1,790.9
18,558.1
1,811.4
19,090.0
1,837.6
19,593.2
1,868.5
20,039.3
1,905.6
55,204.6
57,162.2
59,024.4
60,711.4
62,266.5
63,601.5
trade sources
Forecast Sales of Herbal/Traditional Products by Category: % Value Growth

2014-2019
Topical Analgesics
Calming and Sleeping Products
Remedies
Digestive Remedies
Dermatologicals
2014/2015
2014-19 CAGR
2014/19 TOTAL
1.4
3.2
2.3
4.6
12.0
25.0
1.1
2.0
1.4
2.2
7.1
11.5
87
Medicinal Teas
Paediatric Dietary Supplements
Dietary Supplements
Source:
Note:
Passport
2.3
2.0
2.1
2.9
1.3
2.9
trade sources
15.6
6.7
15.2
88

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CONSUMER HEALTH IN INDIA