Zydus Wellness, an FMCG brand that includes Complan among its products, is introducing Complan Immuno-Glo in Tamil Nadu. The company says the new product is targeting the Rs 9,400 crore energy drinks market in the state with a formula designed to boost children’s immunity. The drink, which is said to be fortified with a blend of over 20 Ayurvedic herbs including Amla, Ashwagandha and Brahmi, aims to support immune function while promoting growth and memory. The launch was accompanied by a TV commercial featuring actress Sneha playing a concerned mother touting the benefits of the drink.
While Complan ImmunoGlo enters the market Although the potential is abundant, it also faces challenges reminiscent of those faced by healthcare in the past. Beverages. Historically, products in this category have been scrutinized for the validity of their health claims. Big brands such as Horlicks, Bournvita and Boost have grappled with questions about the extent to which their products truly contribute to improved health. Critics argue that while these drinks may offer some benefits, they cannot replace the need for a balanced diet and do not always provide the comprehensive health solutions they promise.
The use of Ayurvedic ingredients in Complan Immuno-Gro reflects a broader trend towards incorporating traditional medicines into mainstream health products. Ayurvedic herbs such as amla and ashwagandha are renowned for their health benefits, but scientific validation of these claims is often limited. While some studies support the efficacy of these herbs, their effectiveness when taken in powder form as part of an energy drink is less clear. The challenge for Zydus Wellness is to prove that Complan Immuno-Gro meets consumer expectations and provides tangible health benefits that are in line with modern scientific standards.
marketing Complan Immuno-Gro’s strategy aims to leverage celebrity endorsements and boost consumer trust through Sneha’s involvement. Celebrity endorsements are a common tactic in the health sector, used to increase awareness and credibility of a product. However, this approach raises concerns about the impact such endorsements can have on consumer choices. While they can effectively attract attention, they do not necessarily prove the efficacy or safety of a product.
“There has been a sea change in consumer mindset with natural herbal products becoming the go-to solution for most modern day problems and immunity concerns. Our new product Complan Immuno-Gro is based on a scientifically designed Ayurvedic innovation that caters to the immunity needs of growing children. Through this pilot launch, we also aim to gain market share and expand our foothold in the white powder segment. Further, Sneha’s association with the brand will help reaffirm our values as she personifies trust, care and happiness among mothers,” said Tarun Arora, CEO, Zydus Wellness.
The introduction of Complan Immuno-Gro is an opportunity for Zydus Wellness to expand its foothold in the energy drinks market, but acceptance of the product from both consumers and the industry will be closely watched. A broader challenge for the health drinks industry is bridging the gap between traditional claims and modern scientific validation. As the market evolves, the ability to deliver on promises while meeting consumer expectations will be critical to the success of health drinks.
