Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Women’s Horlicks and Women’s Bournvita

There are two brands that have recently focused on working women who require supplements with respect to vitamins and minerals. One brand is Women’s Horlicks and the other is Women’s Bournvita. For the last two decades, women in urban markets have become more active with respect to employment in various sectors. Women who are employed need to perform multiple tasks that involve looking after children and taking care of the home—all this apart from work. In an environment that is very demanding, Women’s Bournvita and Women’s Horlicks have come out with offerings that provide fortified milk additive drinks to women (WARC, 2018). The drinks are fortified with calcium, iron and other minerals that are supposed ...