Amrutanjan to get makeover

Amrutanjan Health Care is looking to strengthen its core brand. "We want to position brand-Amrutanjan beyond a pain balm," said Manoj Nair, deputy general manager of the company. "Starting March next year, most of our products in the home care, skin care and cough and cold category would see a makeover in terms of packaging and marketing. There would also be new product launches into these categories."

The company recently launched a Rs6 crore national campaign, dubbed Be-Ready, for Amrutanjan balm aimed at increasing market share by 3-5 per cent.

"Amrutanjan balm's presence is strongest in south India with 60-65 per cent market share and a fair presence in the East, but not very established in the West and the North. The makeover and new marketing initiative is expected to build a national brand," Nair said.

Amrutanjan Health Care Ltd also added that it is scouting for an acquisition to get into the food business by mid-2009.

"Food is one of the fastest growing segment in the country at the moment. And being a fast-moving consumer goods company, it makes sense for us to be there," said Nair. "We are evaluating various options at the moment including acquisitions and developing core competencies ourselves. Any development on that front is expected by July-August next year."