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Joe C Mathew | New Delhi March 28, 2012 Last Updated at 00:53 IST

Revital gets a booster doseRanbaxy?s health supplement brand is doing everything it takes to retain its market leadership

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that you would have missed Salman Khan’s email Holiwishes this year. No, it wasn’t an attempt to hardsellhis latest movie, rather it was part of a message meantto promote Revital - the health supplement brand thatBollywood’s leading actor started endorsing recently.

New ambassador will take forward the brand promise‘jiyo jee bhar ke’ (Live life to the fullest), which Indianshave been hearing for the last three years fromcricketer Yuvraj Singh. In fact, Singh was the first brandambassador for Revital.

Ranbaxy, India’s largest pharmaceutical companywhich owns Revital has chosen Khan, Bollywood starwith smash hits such as Dabangg, Ready andBodyguard, over Singh, currently undergoing cancertreatment in the US.

“Revital suffered a damage in positioning, since YuvrajSingh has been hospitalized after detection of cancer.Thus to counteract and keep business in safeboundaries, they (Ranbaxy) signed Salman Khan”, R BSmarta, managing director of Interlink Consultancy,

said.

A Ranbaxy official however said that the “megastar was an obvious choice keeping in mindthe huge mass appeal he carries and also because he is a fitness icon.”

Smarta agrees, and adds that the decision to choose Khan for an estimated endorsement feeof Rs 7 crore was an ideal move by Ranbaxy Global Consumer Healthcare.

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What accompanied Khan’s Holi wishes was a limited period offer to test, free of cost, thenewly introduced brand extension of the country’s best selling health supplement – RevitalWoman.

For a company that began its sampling campaign with 12 million sample capsules beingdistributed through magazines in six months time a couple of years ago, email promotions isjust an extension of its mass campaigns in the twitter-friendly world.

www.myrevitalite.com, http://woman.myrevital.com, there are brand extensions galore onthe cyberspace as Ranbaxy tries to extract the maximum out of its money spinning Revital - acombination of vitamin, mineral and the Chinese wonder herb Ginseng. While RevitalWoman targets the special needs of women, Revital Senior is meant for people aged above50.

Led by Revital, Ranbaxy’s Consumer Healthcare or non-prescription business recorded salesof Rs 311 crore, a growth of over 20 per cent year on year in 2011. The company has notdisclosed Revital revenues separately.

However, the latest data generated by market research entity AIOCD AWACS shows thatRevital brands grossed Rs 158.5 crore for the 12 months ended February 2012 (on a movingannual total or MAT basis). The MAT value on February 2011 for the brand was Rs 140.7crore. Comparable figures for the same period in 2010 and 2009 were Rs 117.5 crore and Rs68.1 crore, respectively.

“Revital, is Ranbaxy’s flagship OTC brand and is the No. 1 Vitamin & Mineral SupplementBrand (IMS Health SSA MAT Dec 11) in India”, a company official said.

The domestic OTC products market is pegged at over Rs 4,000 crore, growing at 12-14 percent. Revitals’ competing brands include Dabur’s Chyawanaprash, Himalaya’s Liv-52 andPfizer’s Becosule.

Major brands among rejuvenator products are Supractiv (Piramal), Nutralite (Amway),Nutrigo (Dabur), Well AM-PM, Well multivitamin (Modicare) and GNC (Guardian Lifecare Pvt.

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READ MORE ON RANBAXY SALMAN KHAN REVITAL YUVRAJ SINGH

R B SMARTA RANBAXY GLOBAL CONSUMER HEALTHCARE

Ltd). However, in the specific Vitamins + Minerals + Ginseng segment, the competing brandsare Actival – Z – (Taj Pharmaceuticals), Seven Seas Multispectrum (Merck), etc.

According to Smarta, Revital was the fourth largest OTC brand in India as per Nicholas Hall2010 report and had won the prestigious ‘Reader’s Digest Trusted Brand’ for the Health &Personal Care category for 2nd consecutive year in 2011.

Revital had the first mover advantage as it was one of the well established brands alreadywhen Ranbaxy decided to shift the product from the drug category into a food supplement.By doing so, Ranbaxy got the freedom to price / revise price of Revital products without anyfear of government interruption. Since the price control and profit margin restrictions arelimited to drugs, Revital as a health supplement was better placed than Revital as a drug topenetrate the market, experts feel.

“Revital’s success is largely attributed to an aggressive mix of first of its kind in over thecounter (OTC) marketing and sales initiatives, like 21 day money back challenge or the ruralvan promotion”, Smarta points out.

The company also tied up with FMCG major ITC to sell its products in rural areas as thedistribution reach of an FMCG company into rural areas in India is much wider than that of apharmaceutical company.

Marketing experts also highlight the recent addition or dual usage of brand name (Revital) incurrent marketing collaterals featuring Khan. While the previous collateral with Yuvraj Singhhad his signature along with headline “I Trust Only Revital”, the current one with SalmanKhan has his signature along with the headline “I Trust Revital...Only Revital”—perhaps thereason why Revital enjoys 88 per cent market share in its comparable health supplementsegment.

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