Strategy Behind Horlicks’ Long-Lasting Popularity

Horlicks is one of the most popular health drink brands in India, known for its malt-based formula and wide product range. This piece covers its history, product types, marketing, distribution, modern challenges, and celebrity endorsements that made Horlicks a household name.

Horlicks is one of the most trusted names in health food drinks in India. Known for its malt-based formula, it is widely consumed by families who see it as a source of everyday nourishment. The drink is often mixed with milk and is seen as a way to give children and adults added nutrition. Over time, Horlicks has gone beyond being just a drink and become part of the daily routine for many households.

The brand’s story in India began during World War I, when British soldiers brought it as part of their diet. It slowly spread among Indian families who accepted it as a wholesome drink. Decades later, in 2018, Hindustan Unilever Limited (HUL) acquired Horlicks, giving it an even stronger presence in the FMCG market. Today, Horlicks has multiple product lines such as Junior Horlicks for kids, Women’s Plus, Horlicks Lite, and Protein Plus. The brand also makes sure to offer flavours like malt, chocolate, vanilla, and caramel to suit different tastes.

How Horlicks Became Popular in India

Horlicks has been part of Indian families for decades. From its early days, it earned the trust of parents by offering reliable nutrition for children and adults alike. Over time, it grew beyond just a drink to become a symbol of care, health, and family wellbeing, making it one of the most loved health drinks in India.

1. The Early Days of Trust

When Horlicks first came to India, it was not seen as just another flavoured drink. Parents believed it was a safe and healthy choice for their children. At a time when people had limited options for packaged nutrition, Horlicks became a reliable addition to the family diet. This trust gave the brand an advantage over others that entered the market later.

2. A Health Drink for the Whole Family

Horlicks positioned itself as more than just a tasty drink. It was introduced as a health supplement that could help fill the nutrition gaps in daily food. The idea was simple: children who drank Horlicks would grow stronger, and adults would stay healthy. This clear message connected well with families who wanted something dependable and proven for their loved ones.

3. Popular Among Students and Patients

By the mid-20th century, Horlicks was being consumed widely, not just at home but also in schools and hospitals. Students drank it for energy and focus, while doctors often suggested it for patients recovering from illness. Its use in hospitals added to its reputation as a drink linked to care and nourishment, making people trust it even more.

4. Building Emotional Connection with Parents

What made Horlicks special was not only its nutrition claim but also the way it connected with parents. Mothers especially saw it as a way to care for their children’s health. The brand became a symbol of love, care, and responsibility, which helped it stay strong in people’s hearts. Over time, Horlicks was not just about nutrition; it was about showing care for the family.

5. Standing Strong Against Competitors

As other health drink brands like Bournvita, Complan, and Boost entered the Indian market, competition grew. But Horlicks held its place because of the trust it had already built over decades. Even with changing times and newer products, many families continued to stick with Horlicks because it was part of their routine and childhood memories.

Different Products for Different People

Horlicks didn’t just stop at being a single product. It created variations to serve the needs of different people at different stages of life. This approach helped the brand stay relevant across age groups.

1. Junior Horlicks: Made for children between 2 and 6 years, this product supports early childhood growth. It includes nutrients like DHA that are important for brain development. The packaging with fun characters like elephants appeals to kids, while parents appreciate the health benefits.

2. Mother’s Horlicks and Women’s Horlicks: Mother’s Horlicks is designed for pregnant and breastfeeding women. It supports the increased nutritional needs during this stage of life. Women’s Horlicks, on the other hand, is targeted at women above 25 who often lack nutrients like calcium and iron. These products help address health concerns like weak bones and low energy.

3. Horlicks Lite and Protein Plus: Horlicks Lite is aimed at adults who are health conscious or diabetic, as it has no added sugar. It allows people to enjoy Horlicks without worrying about extra calories. Protein Plus is made for adults who lead an active lifestyle. It provides extra protein to meet daily needs, making it ideal for those who exercise or need more strength for everyday activities.

4. flavours for younger audiences: To attract teenagers and young adults, Horlicks launched flavours like chocolate, vanilla, and honey in 2003. This helped reposition the brand as not only healthy but also tasty, making it appealing to a wider group of people.

By catering to different needs, Horlicks made sure that there was a product for everyone in the family, from toddlers to grandparents.

How Horlicks Talks to Families

Horlicks has always been strong in its advertising strategy. Its campaigns have connected with families by showing both the science behind the drink and the emotions parents feel when thinking about their children’s growth.

1. Taller, Stronger, Sharper: This was one of Horlicks’ most famous campaigns. It targeted mothers and convinced them that Horlicks could make their children grow taller, become stronger, and think sharper. Ads often used growth charts and scientific data to build trust.

2. Building emotional connection: Early campaigns like the “Night Starvation” ad told parents that children’s bodies need nutrition even at night, which Horlicks could provide. This emotional message worked well with parents who wanted nothing but the best for their kids.

3. Modern humour: More recently, Horlicks has shifted to a lighter tone. Campaigns like “Mischief is a Sign, that Growth is Fine” used humour to show that when kids are playful and mischievous, it is actually a sign that they are healthy. This approach connected well with modern parents who want to celebrate their child’s energy and personality, not just academic success.

4. Healthy lifestyle for adults: In 2020, Horlicks Protein Plus partnered with actor Akshay Kumar for the #BanaoProteinKaRoutine campaign. This targeted adults and stressed the importance of protein in everyday diets. The brand used Akshay’s image as a fitness icon to build credibility.

This mix of science, emotion, and modern messaging has helped Horlicks remain relevant across generations.

Horlicks’ Distribution Strategy

Horlicks has been smart about how it distributes its products. Availability has always been one of its biggest strengths.

1. Retail presence: Horlicks has a very large network of wholesalers, retailers, and small shops. From big supermarkets to local kirana stores, Horlicks is easy to find across both cities and villages. This wide reach ensures that the brand never loses touch with rural or urban consumers.

2. Online shopping: In recent years, Horlicks has also built a strong presence online. It is available on Amazon, Flipkart, BigBasket, and other platforms, making it easy for urban customers to order it from home.

3. Promotions and offers: Over the years, Horlicks has come up with special promotions like the “jug-mug offer” and free gifts with packs. It also introduced small sachets so that lower-income households could afford to try the drink.

4. Digital tie-ups: To push Horlicks Protein Plus, the brand collaborated with apps like Swiggy and HealthifyMe. This way, it reached health-conscious adults who are active on digital platforms and open to trying new fitness-related products.

This omnichannel approach ensures that Horlicks is present everywhere its customers are, both offline and online.

Adapting to New Challenges

Horlicks has faced new challenges in recent years as consumers became more health-conscious and competition grew. The brand had to adapt to changing expectations while keeping its trusted image.

1. Responding to Sugar Concerns

One of the main issues consumers raised was about sugar content. People today read labels more carefully and want healthier options for their families. Horlicks responded by launching Lite versions with no added sugar. These products allow health-conscious adults and parents to continue enjoying Horlicks without worrying about extra sugar.

The brand also improved transparency by clearly showing nutritional information on its packaging. This helped parents make informed choices and showed that Horlicks listens to customer concerns.

2. Offering Choices for Different Needs

Horlicks made sure it has products for different groups of people. From Junior Horlicks for children to Protein Plus for adults and Women’s Plus for women, the brand expanded its offerings. By giving consumers a choice based on their needs, Horlicks stayed relevant and showed it cares about health, not just taste.

3. Standing Strong Against Competitors

Competition in the health drink market is tough. Brands like Bournvita, Complan, and Boost are all popular among families. Horlicks stayed ahead by offering a wider variety of products and flavours. It also relied on the trust it had built over decades. Parents who had grown up with Horlicks continued to buy it for their children, which gave the brand a lasting advantage.

4. Staying Connected with Families

Even as tastes and health trends changed, Horlicks maintained its emotional connection with families. By combining trusted nutrition with new, healthier options and clear information, it reassured parents that their children and family members were getting the best care. This balance of tradition and adaptation has helped Horlicks remain one of the most loved health drinks in India.

Celebrity Campaigns with Horlicks

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1. Akshay Kumar for Horlicks Protein Plus

In late 2020, Horlicks Protein Plus appointed Bollywood star Akshay Kumar as its brand ambassador to connect with urban adults who often do not get enough protein in their diet. The campaign showed how Horlicks Protein Plus mixed with milk could help meet a large portion of daily protein needs in a simple and convenient way.

• Launching the #BanaoProteinKaRoutine Campaign

The campaign, called #BanaoProteinKaRoutine or "Make a Protein Routine," encouraged adults to make protein a regular part of their daily diet. Using Akshay Kumar’s fit and active image, the campaign created a relatable and trustworthy message that resonated with urban consumers.

• Using Celebrity Influence to Build Trust

Akshay Kumar’s popularity and fitness image made him the perfect face for the campaign. His association added credibility to the brand and encouraged adults to try Horlicks Protein Plus as a part of a healthy lifestyle.

• Extending the Campaign Online

Horlicks complemented the celebrity-driven campaign with influencer marketing on platforms like Instagram. In 2025, several influencer-led posts promoted different Horlicks variants, helping the brand reach young, health-conscious adults who are active on social media.

2. Amitabh Bachchan and Mission Poshan

In May 2018, Horlicks launched a campaign called Mission Poshan to support the government’s National Nutrition Mission (Rashtriya Poshan Abhiyaan). The campaign focused on the first 1,000 days of a child’s life, an important period for proper nutrition, and worked to spread awareness about malnutrition in young children. Amitabh Bachchan was chosen as the face of the campaign, adding trust and reach to the message.

• Using a Trusted Celebrity to Promote Nutrition

By choosing Amitabh Bachchan, Horlicks aimed to connect with parents through a familiar and credible face. His popularity and respect among families helped give the campaign authority and reach. The messaging focused on helping children get proper nutrition during their early years, a time when growth and health are most important.

• Connecting With Families

Mission Poshan highlighted Horlicks’ effort to engage with parents on children’s health. The campaign focused on creating awareness about the importance of nutrition during a child’s early years. It showed that Horlicks wanted to be seen as more than just a drink but as a partner in child development.

This campaign demonstrated how Horlicks used celebrity endorsements to reach families and support public health messaging, while also navigating the challenges of modern consumer awareness.

3. Taapsee Pannu and Shweta Tiwari with Women’s Horlicks

Women’s Horlicks has successfully used celebrity marketing to connect with its audience and promote women’s health. Bollywood actresses Taapsee Pannu and Shweta Tiwari have been key faces for the brand, each bringing credibility, relatability, and a strong message about strength and wellness.

• Campaigns That Promote Bone Health

The focus of both campaigns was on bone health, an important concern for women, especially after the age of 30 when bone density naturally decreases. Taapsee Pannu led the #StandStrong campaign, motivating women to make their health a priority and stay active. Shweta Tiwari’s campaign, launched around Women’s Day 2024, highlighted practical ways for women to maintain their strength while balancing work, family, and everyday challenges like back discomfort. Both campaigns emphasized that bone health is essential for energy, confidence, and overall well-being.

• Selecting the Right Faces

Taapsee Pannu was chosen for her image as a confident, independent woman who inspires others through her roles. Shweta Tiwari represented everyday women, showing relatability and authenticity. Both actresses embodied the qualities Women’s Horlicks wanted to highlight: strength, resilience, and the ability to live life fully while caring for one’s health.

• Promoting Through Videos and Social Media

Taapsee appeared in official videos and social media posts to spread the campaign’s message. She encouraged women to join the #StandStrong movement and take steps to improve their bone health. The campaign used clear and simple messaging, making it relatable and actionable for everyday women. Shweta also shared personal and relatable stories on Instagram and other platforms, helping women understand practical ways to support their bone health in daily life.

• Showcasing Product Benefits Clearly

Both campaigns highlighted the CALSEAL™ formula in Women’s Horlicks, which provides 100 percent of the daily requirement of calcium, vitamin D, and vitamin K2. These nutrients are essential for maintaining strong bones. The product is clinically proven to improve bone strength in six months. Available in chocolate and caramel flavors, Women’s Horlicks contains no added sugar and is designed for women aged 19–50, making it a healthy, everyday option.

• Making the Product Accessible

Horlicks ensured that Women’s Horlicks was easy to buy. It is available online on Amazon, Flipkart, BigBasket, and Apollo Pharmacy, and offline at supermarkets like DMart. By combining trusted celebrities, clear health-focused messaging, and easy availability, Horlicks strengthened its connection with women and positioned itself as a brand that supports health, confidence, and everyday life.

Final Thoughts

Horlicks has been a part of Indian families for more than a century. From its early days as a drink for soldiers to becoming a trusted part of daily life, the brand has consistently adapted to the changing needs of consumers. By creating products for all age groups, introducing new flavors, addressing health concerns, and using modern marketing methods like celebrity endorsements and social media campaigns, Horlicks has maintained its leadership in the health drink market.

The brand’s collaborations with stars like Akshay Kumar, Taapsee Pannu, and Shweta Tiwari, along with influencer-driven promotions on platforms like Instagram, show how Horlicks connects with both younger and adult audiences today. These efforts strengthen its message about health and wellness while keeping it relatable to modern families.

The story of Horlicks demonstrates that a brand can stay successful in a competitive market by evolving with consumer needs, embracing modern marketing techniques, and keeping an emotional bond with families strong.

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