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Horlicks
Milk additives in India have a long and interesting history. Horlicks is one of the leading brands in the category of milk additives (Singh & Raghavan, 2018). It was introduced in India in 1958 (Pinto, 2014). Due to the sparse availability of milk, especially in the south and east, Horlicks gained significant market shares in these regions (Sharma, 2018). During the 1960s, Horlicks was perceived as a convalescing drink with respect to sick people. It was a difficult task for the brand to break out of this mould with respect to consumer perception. Middle-class households possibly kept a bottle of Horlicks at home but were using it only when a family member was sick and unable to consume normal food.
During the 1970s, there was something ...
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