Once a household name, Complan’s legacy as a nutrition-packed nutritional drink for kids has endured generations. But in a fiercely competitive market where consumer preferences are shifting faster than ever, how does a legacy brand remain relevant? Zydus Wellness, which acquired Complan in 2019, is rewriting the playbook—expanding the brand beyond kids, tapping into digital commerce, and leveraging scientific credibility to solidify its premium positioning.

From war-time supplement to Indian kitchens

Complan’s story begins in World War II when it was developed as a nutritional supplement for British soldiers. In the 1960s, Glaxo introduced it to India, where it quickly became synonymous with growth and nutrition. Ownership changed hands over the years—from Heinz in 1994 to Zydus Wellness in 2019—but the brand’s core promise of clinically proven high-protein nutrition remained intact.

“Complan’s widely recognised “two times faster growth” claim isn’t just marketing—it’s backed by research. It’s not just about growing taller; it’s about holistic development—cognitive, physical, and immune health,” Tarun Arora, CEO & Director, Zydus Wellness Ltd., told BrandWagon Online. This scientifically driven positioning continues to differentiate Complan in India’s Rs 7,000-crore nutritional drink market.

Expanding beyond kids: A new growth playbook

The era of one-size-fits-all nutrition is over. Recognising this, Zydus Wellness has extended Complan beyond children (6-18 years old)to cater to other life stages :

  • Complan NutriGro (Toddlers, 2-6 years): Designed with a whey-casein protein mix to mimic the protein composition of mother’s milk.
  • Complan VieMAX (Adults): A high-protein milk-based drink enriched with prebiotics and probiotics to aid muscle strength and digestion.

By diversifying its portfolio, Complan is ensuring its relevance across different consumer segments—beyond just school-aged children.

Digital evolution: Rethinking consumer engagement

A legacy brand like Complan can’t afford to rely on old playbooks. While television advertising once dominated its marketing strategy, the rise of OTT platforms, social media, and e-commerce has forced a shift.

  • Digital-first strategy: A significant portion of ad spend now goes to YouTube, connected TV, and social media campaigns.
  • E-commerce boom: In 2019, only 1% of Complan’s sales came from online channels. Today, that number stands at 15-17%.
  • Larger pack sizes online: Consumers purchasing online tend to opt for 700g, 1kg, or even 2kg packs instead of smaller SKUs.

“Consumers are looking for value deals online, driving demand for bulk packs,” says Arora. Meanwhile, in price-sensitive rural markets, single-use sachets have gained traction, making Complan accessible to a wider demographic.

Scaling distribution: Doubling market reach

Since acquiring Complan, Zydus Wellness has doubled its direct distribution network, now reaching over half a million retail outlets across India.

  • Urban push: Larger pack sizes perform well in modern trade and e-commerce.
  • Rural expansion: Sachets and smaller packs drive demand in tier-2 and tier-3 towns.
  • Geographical expansion: Traditionally strong in South and East India, Complan is now deepening its presence in UP, Bihar, and other northern states.

Standing tall in a crowded market

With Horlicks and Bournvita leading the Rs 7,000-crore nutrition drink category, Complan’s 4.5-5% market share may seem modest. However, its differentiation lies in its scientific positioning and premium pricing strategy.

“Consumers are willing to pay more for superior nutrition, provided they see value,” says Arora. Unlike its competitors, Complan maintains a premium tag, targeting parents who prioritize clinically backed nutrition over affordability.

Marketing & brand endorsements

Madhuri Dixit is the face of Complan, reinforcing the brand’s nutrition and growth narrative. Meanwhile, for Complan Nutri Grow and Complan VieMAX, the brand is leveraging endorsements from healthcare experts and digital influencers to appeal to a more health-conscious audience.

Beyond nutritional drinks: A bigger bet on nutrition

Zydus Wellness is moving beyond just nutrition drinks to build a broader nutrition portfolio. The company’s recent acquisition of Ritebite Max Protein—a brand offering protein bars, cookies, and chips—signals its intent to capture the growing demand for on-the-go nutrition.

“We see consumers shifting beyond traditional nutritional drinks. They want nutrition in various formats—bars, chips, and shakes,” says Arora. This positions Complan against emerging D2C protein brands that are rapidly gaining traction in the Indian market.

The road ahead: Reinventing an iconic brand for a new era

Complan’s resurgence under Zydus Wellness is more than just a comeback—it’s a strategic reinvention. With a focus on portfolio expansion, digital transformation, and aggressive market penetration, the brand is charting a course for sustained relevance in a dynamic market.

  • Expanding further into untapped rural and urban markets.
  • Strengthening its digital presence to capture younger, digitally savvy consumers.
  • Scaling e-commerce and modern trade to leverage changing shopping habits.

As India’s nutrition landscape evolves, Complan is proving that even legacy brands can stay ahead—by thinking beyond their legacy.