Horlicks, one of India’s most recognisable nutrition brands, has embarked on a significant repositioning exercise as it looks to align with changing consumer expectations around health, wellness and preventive nutrition. Long associated with childhood growth and family nourishment, the brand is now reshaping itself as a lifestyle focused nutrition offering aimed at everyday wellness and active living.
The refreshed identity introduces a contemporary visual language, simplified packaging and a renewed emphasis on functional ingredients. The move reflects a broader shift in India’s nutrition landscape, where consumers are increasingly prioritising long term health outcomes over basic calorie intake. Demand for foods that support immunity, sustained energy, digestion and mental well being has risen steadily across urban and semi urban markets, prompting legacy brands to rethink their role.
As part of the overhaul, Horlicks is expected to spotlight nutrient rich ingredients commonly associated with superfoods. These include millets, turmeric, ashwagandha, antioxidants, plant based proteins and gut supportive nutrients. The intent is to move beyond the traditional perception of a malted drink and position the brand as a daily nutrition companion suited to fast paced lifestyles.
Company executives indicate that the transformation goes beyond aesthetics. The brand is recalibrating its product development strategy to address the needs of young adults, working professionals and fitness aware consumers, segments that are increasingly driving growth in the health and wellness category. Industry estimates suggest that the premium nutrition and preventive health segment in India has been growing at double digit rates since the pandemic.
Horlicks is also expected to expand its presence across new formats over time. While the classic powdered beverage remains part of the portfolio, the brand is exploring opportunities in ready to drink options, fortified foods and convenient nutrition formats that cater to on the go consumption.
With competition intensifying from both global players and homegrown wellness brands, the repositioning is aimed at ensuring long term relevance. By blending its legacy of trust with a sharper focus on modern nutrition science, Horlicks is seeking to secure a place in India’s evolving lifestyle health ecosystem while staying connected to its roots.
