Danones India arm to relaunch Protinex with value additions

Written by Lalitha Srinivasan | Mumbai | Updated: Nov 30 2012, 09:21am hrs
After completing the acquisition of Wockhardt Groups 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 companys 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 Wockhardts nutritional brands, Danone formally entered Indias 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 companys acquisition plans, Moola said at this stage Nutricia is focused only on bedding down the acquisition of the Protinex brand. We dont 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 companys organic growth strategy, Moola said in both its baby and medical businesses the companys 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 companys core focus is on leverage the strength of its acquired brands in India with Danones expertise in the field of research & development, product and brand innovations. We are conducting consumer research programmes to know their preference before launching Danones 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, he said. Indias baby nutrition market is valued about R2,500 crore, in which Danone holds about 8%.