Danone’s India arm to relaunch Protinex with value additions

Nov 30 2012, 03:51 IST
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SummaryAfter completing the acquisition of Wockhardt Group’s nutrition business three months ago, Nutricia International, a subsidiary of Danone, the French-based multinational group specialising in food and beverages, is planning to relaunch its acquired brand Protinex with value additions and new packaging.

After completing the acquisition of Wockhardt Group’s nutrition business three months ago, Nutricia International, a subsidiary of Danone, the French-based multinational group specialising in food and beverages, is planning to relaunch its acquired brand Protinex with value additions and new packaging.

“The company’s strategy is to grow our acquired brands in India. We are planning to relaunch Protinex with new content, taste and packaging,” said Anver Moola, managing director,Nutricia Medical Nutrition, India & Africa.

The company is currently conducting consumer research programmes before introducing its global brands in India. To understand the specific needs of Indian consumers, the company is also talking to doctors and opinion leaders before finalising its global launches.

With a turnover of 19 billion euros, Danone currently has global presence in baby nutrition, medical nutrition, fresh dairy products and beverages.

After acquiring Wockhardt’s nutritional brands, Danone formally entered India’s baby food and medical nutrition market in August this year — with Dexolac, Farex, Nusobee and Protinex brands.

According to Moola, the company plans to sell its brand Protinex both in retail shops as well as in medical stores across the country. “We will be using the web and social media to promote our medical nutrition brands in India,” he added.

On the company’s acquisition plans, Moola said at this stage Nutricia is focused only on bedding down the acquisition of the Protinex brand. “We don’t want any distractions from keeping full focus on our newly acquired business,” he said. Headquartered in Mumbai, Nutricia currently employs 600 people across the country.

On the company’s organic growth strategy, Moola said in both its baby and medical businesses the company’s primary objective is to consolidate the brands that it had acquired. “We intend investing in these brands to realise their full potential before we consider introducing any of our other brands into India,” he said.

Laurent Marcel, MD of Nutricia International, said the company’s core focus is on leverage the strength of its acquired brands in India with Danone’s expertise in the field of research & development, product and brand innovations. “We are conducting consumer research programmes to know their preference before launching Danone’s select global brands in baby nutrition in India,” he said.

According to Marcel, India is the fastest-growing infant nutrition market in the world. “We have plans to accelerate our business here with new launches and relaunches,”

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