Got Buffalo Milk? Glaxo Does, and India Loves It

摘要

GlaxoSmithKline's best-selling product in India isn't a treatment for asthma or cancer. It's a malted milk drink called Horlicks. The brand is India's top packaged beverage behind bottled water and sells more than twice as much as Pepsi. Glaxo, Britain's biggest drugmaker, is seeking to replicate that success with other consumer products in emerging markets, including China, as it sheds over-the-counter medicine brands sold mostly in the U.S. "We are trying to take Horlicks into a mega-brand strategy," says Zubair Ahmed, who heads GlaxoSmithKline Consumer Healthcare in India.