GlaxoSmithKline Consumer Healthcare on Monday said it was looking at investing over Rs.300 crore on a major brand building exercise to position ‘Horlicks' as an umbrella brand of the company.
As part of the exercise, the FMCG firm is re-launching Horlicks in a new look and promote the brand across media particularly focussed on digital and mobile marketing space.
Besides, the company, which is aiming to achieve sales of Rs.300 crore in the next two years from its foods business, is looking at foraying into other categories like breakfast and mid-meals.
“There is a fundamental shift towards synergising all our marketing activities on ‘Horlicks' and bring under one platform. The idea is to position it as a range of health foods and beverage brand rather than just a health drinks brand,” GSK Consumer Healthcare Executive Vice-President (Marketing) Subhajit Sen told reporters here.