MAM
Horlicks taps into the segment of diabetes with Horlicks Diabetes Plus
Mumbai: India has always been prone to the various risks associated with diabetes with the country ranking at the second number after China, and the prevalence rate of the disease set to double in the next 25 years. The major life changes that come with diabetes have also led to dissonance with consumers constantly looking for solutions to help manage diabetes better.
Keeping these alarming figures and consumer needs in mind, the Horlicks Plus range has forayed into the segment of diabetes. Diabetes Plus, introduced by Horlicks, is a nutritional beverage that contains high fibre, which has been designed for Indian adults. Research has shown that a diet rich in fibre helps reduce glucose and lipids in the blood, said the company in a statement.
Horlicks Diabetes Plus has introduced its first TVC to highlight the importance of fibre for diabetic patients.
“Diabetes is equivalent to a pandemic and India is facing an increasing burden of it with 24 Cr diabetics and pre-diabetics. We know that nutrition and lifestyle can play a key role in its management,” said HUL vice president of nutrition Krishnan Sundaram. “We are launching Horlicks Diabetes Plus, a supplement specifically formulated for at-risk and diabetic individuals. With our communication, we want to educate consumers about the importance of high fibre for diabetics, and how Diabetes Plus which has dual blend high fibre fulfills 26 per cent of your daily fibre requirement. “
“When anyone is pre-diabetic or a newly diagnosed diabetic, the immediate reaction is to cut down sugar. Our film opens with a middle-aged man worriedly asking about the sugar content of every food placed before him,” said FCB India executive creative director Sumitra Sengupta, sharing the creative insights that went into the making of the film. “What starts out as being the correct thing to do, suddenly appears inadequate in the light of the Doctor’s announcement that high fiber helps manage Diabetes. This creates a perfect opportunity to introduce Horlicks Diabetes Plus which fulfills 26% of daily fibre needs. We hope it results in a change in nutritional behaviour too – of not just reducing sugar, but adding fibre too.”
Research Society for the Study of Diabetes in India president Dr Banshi Saboo shared the importance of diet and lifestyle for diabetes management as he said, “An unhealthy modern diet and low activity patterns are regarded as major drivers of diabetes increase in India and this needs to change. Studies have shown that fiber-rich diabetes nutrition (FDN) has multiple benefits, including, improvement in glycemic control, reduction in glucose spikes, lowering of plasma lipid concentrations and weight management in T2DM patients.”
Brands
Hardik Jhaveri named senior director marketing at Colgate-Palmolive Asean hub
Former Hill’s Pet Nutrition general manager returns to the company to steer marketing for South Asean from Kuala Lumpur
KUALA LUMPUR: Hardik Jhaveri has been appointed senior director marketing for the South Asean hub at Colgate-Palmolive, marking a return to the consumer goods major after a three year stint with Hill’s Pet Nutrition. He will be based in Kuala Lumpur and will lead marketing strategy for the region.
Jhaveri joins the role after serving as general manager at Hill’s Pet Nutrition in Taipei, where he led a cross functional team and oversaw the business with full profit and loss responsibility. The role placed him at the helm of operations in Taiwan, managing growth in what he described as a start-up style environment within a global multinational.
Before that, Jhaveri spent over a decade with Colgate-Palmolive across several marketing and innovation roles in Asia. As associate director innovation for Apac excluding China, based in Hong Kong, he led new product development and launches across multiple markets.
His portfolio ranged from developing specialised oral care products such as a diabetes focused toothpaste for the Indian market to launching premium oral care experiences under the Colgate Total brand in Australia. Alongside innovation, he also worked on launch planning, brand strategy and communications for the company’s oral care portfolio.
Earlier in his Colgate-Palmolive journey, Jhaveri held roles including marketing manager innovation, senior brand manager and brand manager. His work spanned urban and rural markets in Mumbai and customer development responsibilities in the Greater Kolkata Area.
Prior to his long association with Colgate-Palmolive, Jhaveri worked as brand officer home care at Unilever, where he helped drive marketing initiatives for the Rin detergent brand, including nationwide relaunch and on ground activation campaigns.
He began his career in advertising with Bates David Enterprise, working on brands such as IDBI Bank, The Leela Hotels and The Times of India.
Jhaveri holds a post graduate programme in management from the Indian School of Business and has also completed a level 4 diploma in wine from the Wine & Spirit Education Trust.
Announcing the move, Jhaveri said he is excited to begin his new chapter at Colgate-Palmolive’s South Asean hub and thanked colleagues and mentors who supported his journey at Hill’s Pet Nutrition.
