Categories: Business

Patanjali dunks Horlicks, become second biggest brand in milk biscuit segment | Patanjali leaves Horlicks behind, secures second position in milk biscuit segment

Photo: PATANJALI AYURVEDA

Patanjali dunks Horlicks, become second biggest brand in milk biscuit segment

new Delhi. Since its launch in 1930 in India, Horlicks has maintained an edge over its competitors Bournvita and Komplain in the malt-based beverages segment. It has a total market share of 43 percent. Horlicks is now a brand of HUL. Earlier this year, HUL acquired GSK Consumer Healthcare. Horlicks also established its strong position in the milk biscuit segment. In the financial year 2017-18, Horlicks Biscuits had a market share of 14.3 percent and was the second largest brand in the Milk Biscuits category. Sales of the company were Rs 207 crore in this financial year.

According to the report published by Forbes India, Patanjali had a market share of 6.7 percent during the same period and had sold biscuits worth Rs 97 crore. In the financial year 2017-18, the milk biscuit market was worth Rs 1450 crore and the milk sales of Britannia topped with 50 per cent market share.

During the financial year 2019-20, one thing remained the same but there was a big change in three things. First, let us talk about that which did not change. Milk sales of Britannia is still the market leader, although its market share has fallen marginally to 48.9 percent. Now we talk about changed things. The market of mix biscuits increased to Rs 1800 crore during this period. Second Horlicks Biscuit sales declined and its market share declined to 11.5 percent. Patanjali Milk now became the second largest milk biscuit brand with 13.6 percent market share.

According to Nielsen data, in the financial year 2019-20, Pantjali milk sold 249 crore rupees. In these three years, Patanjali milk has become a bigger, stronger and faster-growing brand. Patanjali Doodh Biscuit focused its attention on three things, which has led to its success. First and foremost, Patanjali used cow milk. Secondly, people told that the biscuit is made from 100 percent wheat and on the third packet, the company published a claim that it does not contain any cholesterol or transfat.

Patanjali's biscuit business was Rs 284 crore in FY 2017-18, which increased to Rs 442 crore in FY 2019-20. Patanjali has strengthened its presence in the category Ghee, Honey, Toothpaste, Chavanprash and Biscuits.

This post was published on August 26, 2020 12:52 pm

Content Team

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