Amrutanjan plans major push in north

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Chennai, Nov 20: After positioning itself as a market leader in the Rs 300-crore southern region, Amrutanjan Health Care Ltd has embarked on a new campaign called 'Be Ready' to capture a sizeable share in the north and western regions.

Addressing a press conference here on Thursday, Sambhu Prasad, managing director, Amrutanjan Health Care said: “Our objective is to establish Amrutanjan as an established player in the pain management category in India. We will be adopting a 360 degree approach for the same and hope to achieve substantial market share in those regions,” he said. The campaign will project a young, vibrant and contemporary outlook for the comany.”

According to him, the overall pain management category in India is estimated to be around Rs 900 crore and is growing between 7% and 10% annually. Out of which, south alone accounts for more than Rs 300 crore, he said. Amrutanjan has been maintaining its leadership position in southern markets with a market share of 65%. The company holds 11% and 6% market share in Orissa and West Bengal, respectively and in the western region, particularly in Maharashtra and Ahmedabad, the brand holds (15% market share (11% and 4%), he said.