Calcium Sandoz gets a face lift

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Calcium Sandoz gets a face lift

The way to stronger bones just got a lot more colourful. Drug major Novartis has revamped its iconic brand Calcium Sandoz to cater to the new age consumer. This is not the first time the company has improvised the product's packaging. But this time, the idea is to take the product beyond medical stores, and into your local grocer's.

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The way to stronger bones just got a lot more colourful. Drug major Novartis has revamped its iconic brand Calcium Sandoz to cater to the new age consumer. This is not the first time the company has improvised the product's packaging. But this time, the idea is to take the product beyond medical stores, and into your local grocer's.

Here is a verbatim transcript of Sriram Iyer's comments on CNBC-TV18. Also watch the accompanying video.

The puppy isn't just white and bland anymore. Novartis, which makes Calcium Sandoz, has revamped the product to keep up with changing tastes, both literally and figuratively.

Ranjit Shahani, VC & MD, Novartis said, "This is a new internet generation, as I call it, growing up. Kids respond to colour. The white puppy pack has been very good for so many years. But the new branded calcium, which is a colourful pack, is very eye-catching. And I think we also had brand extensions, we have different flavours in that."

This is not the first time the company has improvised the product's packaging. But this time, the idea is to take the product beyond medical stores, and into your local grocer's.

Ranjit Shahani hopes to use distribution channels, which goes beyond the current channels as this would give it a wider reach.

Over the last 40 years, Calcium Sandoz has become a household name but it is still a kid's pill. The company now wants to rework this image to rope in people across all age groups.

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