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Yakult chills South India

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In an attempt to expand the geographical reach of its probiotic drink, Yakult Danone India took Yakult to the Southern region of the country, starting with Chennai.

Speaking on the expansion strategy,  Kiyoshi Oike, Managing Director, Yakult Danone India said, “We have established a strong presence in North India and are now focusing on the Southern markets with the aim to educate and propagate the health benefits of probiotics among consumers.” He further added that Chennai as a market presents the company with tremendous potential due to the growing awareness about health foods among consumers. “The launch is part of our strategy to leverage synergies between demand and our supply, thereby creating greater value for the consumer,” he shared. The probiotic health drink product came to India after it had achieved success in the international markets and hence opened a new market segment in the foods and beverages industry in India.

Since its launch in India in 2007, it has been available in the markets of Delhi NCR, Mumbai, Pune, Bangalore, Hyderabad, Jaipur, Chandigarh and Punjab. The India sales of Yakult India have experienced a 60 per cent year on year growth. The insight driving the success of the product is that Indian consumers are increasingly becoming health conscious and opting for products that provide a health benefit. Keeping the trend of growing awareness about probiotics among urban population in India in mind, Yakult aims to be represented in all major cities in India. In India, Yakult comes at a price of Rs 50 for a pack of five bottles. It has manufacturing facility in Sonepat, Haryana.

Formed in 2005, Yakult Danone India, is a 50:50 joint venture between Danone of France and Yakult Honsha of Japan.  Yakult has a reach of 3 crore people across 32 countries.

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Neeta Nair

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