Zydus Wellness is preparing to modernize its iconic nutritional drink brand Complan in an effort to stay relevant in a fast-evolving health food segment, Chief Executive Officer Tarun Arora told Moneycontrol in an exclusive conversation.
Nearly a century after its invention, Complan is poised for a contemporary makeover with new formats and segments, tailored for the health-conscious consumers.
The strategic repositioning mirrors the path taken by competitors such as Horlicks (owned by Hindustan Unilever), Boost, and Bournvita, all of which have diversified their offerings in response to changing dietary habits and consumption patterns. From ready-to-drink milkshakes to biscuit formats and age-targeted variants, the malt-based drinks category is in flux.
“We don’t have plans for a biscuit or RTD yet,” Arora said, “but if the consumer wants a certain format, how can I make it relevant for them? That’s what we’re exploring. There’s no urgency, because the brand is not in deep trouble - but the category is struggling.”
The broader mik and malt-based drinks market - once a staple in Indian homes - has seen its growth slow down since the mid-2010s. Rising competition and evolving nutritional expectations have forced legacy brands to innovate, however, the post-pandemic shift toward mindful consumption has renewed demand for functional and nutritional beverages.
Hindustan Unilever currently leads the segment with about 50 percent market share, followed by Mondelez. Zydus Wellness, which acquired Complan from Kraft Heinz in 2019, is now attempting to carve out its place by leaning on the brand’s legacy and repositioning it for modern consumers.
“The category is no longer one-size-fits-all,” Arora said. “Consumers today want clinically backed, purpose-driven products. The space has fragmented because people seek different outcomes—from immunity to muscle health to general energy. Anyone wanting to stay relevant in this space has to evolve.”
First developed in 1942 to nourish British soldiers during World War II, Complan was introduced in India in 1964. It grew in popularity particularly in milk-deficient regions like southern and eastern India, serving both as a nutritional enhancer and a flavoring agent. Despite a surge in milk availability in later decades, the category retained strong cultural relevance, especially among parents focused on child nutrition.
Zydus Wellness had already started modernising the brand in 2021, launching ayurvedic and adult-focused variants. According to Arora, the next phase will involve “multiple offerings across different segments”, but without abandoning the traditional base. “It’s not about letting go of what we are—it’s about identifying under-served needs and addressing them with the right formats and innovations.”
The timing appears strategic. India's healthy food market is forecast to touch $30 billion by 2026, according to Avendus Capital. The number of health-conscious consumers is expected to rise to 176 million by then, creating a growing appetite for functional foods and targeted nutrition.
Urban Aspirations and Rural Realities
Arora also touched upon the macroeconomic signals shaping consumer behaviour. While recent tax relief measures and rate cuts are expected to revive urban demand, rural markets continue to show resilience when it comes to sachet and low-unit-price pack sales.
"“Urban consumption is undergoing a structural shift. Premiumisation is growing, but so is cost sensitivity,” Arora said. “You’ll see people cutting costs and buying sachets while still aspiring for better experiences," he said.
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