GlaxoSmithKline consumer healthcare offers four brands of malted milk foods in the Indian marketHorlicks, Boost, Maltova and Viva. The flagship brand, Horlicks, in particular, has been tactfully repositioned from time to time, in tune with the changing market environment. Horlicks has also been successfully extended into a host of related products such as Junior Horlicks, Mother's Horlicks, etc. The products are also promoted through a well-focused advertising strategy.

GlaxoSmithKline Plc (GSK) is one of the world's leading healthcare companies that was formed by the merger of Glaxo Wellcome and SmithKline Beecham in the year 2000. GSK operates in India through two subsidiaries—GlaxoSmithKline Pharmaceuticals Ltd. (GSKRx) and GlaxoSmithKline Consumer Healthcare Ltd. (GSKCH). GSKRx is in the pharmaceuticals business, while GSKCH is mainly into health food drinks (malted milk foods) and non-prescription medicare products.

GSKCH is headquartered in Gurgaon, and enjoys leadership in the 90,000 tons Indian malted milk foods market. It is backed in its success by technical and marketing inputs from GlaxoSmithKline Plc, UK, which holds a 43% stake in the company. GSKCH has a strong distribution network in India, comprising 2,200 wholesalers and 575,000 retailers.

GSKCH's product range includes four brands of malted milk food drinks: Horlicks, Boost, Maltova and Viva (Exhibit 1), under what is referred to by the company as the Nutritional Products Group. The malted milk foods market comprises of two segments—white powders and brown powders (chocolate flavored). Horlicks and Viva belong primarily to the white powders category, while Boost and Maltova are brown powders. Horlicks has several brand extensions, such as Women's Horlicks, Junior Horlicks, Horlicks Lite and Horlicks Biscuits.

Advertising Express Magazine, GlaxoSmithKline, Scientific Innovation, Hindustan Milkfood Manufacturers Pvt. Limited, Nutritional Health Drink, Cadbury Bournvita, Junior Horlicks Biscuits, Lite Bite Biscuits, National Institute of Nutrition, Television Advertisements, Indian Markets, Malted Milk Foods.