Our campaigns are tailored to resonate with consumer segments: Atish Negi, Haleon ISC

The Indian Vitamin and Mineral Supplements (VMS) market size is now pegged at $1.8 billion 2024, with many subcategories reporting double-digit growth. A perfect opportunity, seized by Haleon, which launched its flagship multivitamin and mineral supplement brand in India in September 2022.

Since then, Centrum has firmly established itself with a portfolio consisting of comprising of a diverse range of products for men, women, children, and adults. The brand’s mission is to bridge the critical micronutrient gaps for Indians and it has adopted the strategy to focus on strengthening awareness and education about micro nutritional deficiency among consumers through targeted campaigns, driving education and advocacy, consumer activations, celebrity endorsements and partnering with influential voices to connect with consumers and build trust.

The advertising campaigns are tailored to resonate with specific consumer segments ensuring that the messaging is relevant and impactful for each audience group. The brand has recently launched, Centrum Recharge, to democratize multivitamin (MVM) supplementation with a ?10 effervescent sachet that’s affordable, inclusive, and science backed. Atish Negi, Category Lead – Vitamin & Mineral Supplements, Haleon ISC shares details of the brand’s journey in India, driving education, reinforcing its science-first positioning and more.

Excerpts from the conversation:

How has the year panned out for the vitamin and mineral supplements category? What has the growth been and factors driving growth?

India’s Vitamin and Mineral Supplements (VMS) market continues to show robust growth, riding the wave of the broader health & wellness boom. This growth is reflected in the market size of the category which is now pegged at $1.8 billion 2024. Several VMS subcategories have reported double-digit growth, and this momentum is underpinned by both long-standing nutritional needs and recent behavioural shifts.

The need has always existed, with studies indicating that 8 out of 10 Indians suffer from some form of micronutrient deficiency. However, what has changed in recent years is a marked increase in awareness around self-care and preventive health. Consumers are no longer just reacting to illness; they are becoming proactive about their overall well-being, making nutrition and supplementation part of their daily routines. More brands are actively engaging consumers and educating them about the specific health benefits of supplements, be it for energy, immunity, bone health, sleep, heart health, or aging. This presents a strong opportunity for purpose-driven brands like Centrum to lead the way, not just in category creation and expansion, but by democratizing access, building awareness, and helping consumers make informed, long-term health choices.

Centrum was officially launched in India in September 2022. How has the journey been so far?

Centrum has established itself as a leading and trusted brand in this rapidly growing segment since its launch. The portfolio comprises a diverse range of products for men, women, children, and adults, available in both gummies and tablet formats. Each product is thoughtfully formulated, tailored to Indian dietary patterns and aligned with ICMR guidelines, while addressing current and emerging nutritional needs.

The brand’s strategy has been focused on strengthening awareness and education about micro nutritional deficiency among consumers through targeted campaigns, focusing on the common deficiencies that Indians suffer from and ways to address the same through balanced diets and active lifestyles, supplemented by muti vitamins. The brand has also collaborated with well-known names like Kajal Aggarwal and Anushka Sharma for amplifying reach and deepening consumer connect. We are also reaching to and partnering with many experts to build education, awareness and action for better health outcomes.

Through the expert channel we are driving education showcasing the science and therefore driving advocacy. We are enhancing this further with consumer activations such as at corporates or fitness centres and communities. As Centrum, our core mission has always been to bridge the critical micronutrient gaps for Indians. Through our evolving product portfolio, we’ve consistently worked to deliver comprehensive nutritional support. Most recently, with the introduction of Centrum Recharge, our single-serve effervescent powder priced at ?10, we are bringing the power of multivitamins into more hands, making it accessible and relevant to a wider audience.

What are the key insights picked up specifically from Indian consumers? How has this helped in your product innovation and focusing on customer centricity?

Understanding the Indian consumer is central to our strategy, with key insights directly shaping our product development and customer approach. 82% of Indians now prioritize health in their purchase decisions, and 8 in 10 face micronutrient deficiencies, highlighting both a rising awareness and a clear opportunity to drive daily supplementation as a healthy habit.

We've also observed how India's lifestyle factors, such as dietary habits, increased stress levels, and varying levels of physical activity, intensify specific consumer health needs. These factors place added emphasis on solutions for hydration, immunity, and energy, areas where proactive support is increasingly sought.

This insight guided the launch of Centrum Recharge, an INR 10 single-serve effervescent powder, recognizing the Indian consumer's preference for affordable and convenient formats like single-serve sachets and refreshing drinks. With its accessible price point and easy-to-use format, Centrum Recharge makes daily nutrition more attainable for a wider range of consumers. It delivers 13 essential vitamins and minerals in a complete, no-added sugar solution to support energy, hydration, and immunity, all in a refreshing, on-the-go format suitable for both adults and kids. This emphasis on affordability and convenient consumption makes it especially relevant for underserved segments, helping to democratize daily nutrition across the country.

Further, with 43% of Indians identifying energy as a top concern, Centrum Recharge fulfils this needs to offer a nutritious alternative to sugar-laden energy drinks. While awareness around electrolyte loss is common, there’s still limited understanding of the role vitamins and minerals play in sustaining energy – a knowledge gap we’re addressing through focused education and various activations.

The initial range of Centrum included Centrum Women, Centrum Men, Centrum Adults 50+, and Centrum Kids. This was followed by "Benefit Blends. Now you have launched of a new product, Centrum Recharge. What is the strategy behind the launch?

Following the success of Centrum’s core range, Centrum Recharge marks the brand’s next leap designed to democratize multivitamin (MVM) supplementation with a ?10 effervescent sachet that’s affordable, inclusive, and science backed. Made for both kids and adults, it offers a healthy, on-the-go alternative to sugary energy drinks, unlocking access for underserved consumers and driving category growth.

Built on strong insights, 82% of Indians prioritize health and 43% cite energy as a top concern. Recharge replenishes essential vitamins and minerals to support energy, immunity, and hydration. It taps into the double-digit growth of the consumer healthcare market, aligning with trends toward natural, sugar-free formats. Unlike electrolyte-only solutions, Centrum Recharge fills a market gap with its holistic approach to energy dips.

With a PAN India launch and a multimedia campaign featuring Anushka Sharma, Centrum is set to scale awareness and reinforce its science-first positioning.

What can you tell us about this product and the TG you are specifically looking at?

Centrum Recharge caters to anyone looking for an affordable and healthy solution to daily energy dips. The two variants - Adults and Kids, are age and gender agnostic, designed to recharge energy levels and replenish vitamins & minerals that deplete through the day.

While Centrum Women, Men, Adults 50+, and Kids address specific long-term nutritional needs, Centrum Recharge caters to a broader audience, including busy professionals, active individuals, and health-conscious consumers of all ages. It's ideal for those juggling demanding careers, individuals needing electrolyte and nutrient replenishment after physical activity, and anyone looking for a healthier alternative to sugary energy drinks

How will marketing support this launch? What channels are you looking at to deliver the results?

We have implemented a 360-degree marketing approach, encompassing a wide range of channels to build awareness, drive trials, and foster long-term brand loyalty. A key element has been leveraging the power of celebrity endorsements and partnering with influential voices to connect with consumers and build trust. We have also invested significantly in digital marketing, creating engaging content for social media platforms and optimizing our online presence through robust search engine optimization and marketing. Our advertising campaigns are strategically tailored to resonate with specific consumer segments ensuring that our messaging is relevant and impactful for each audience group. To further drive product trials and reach a wider audience, we have also implemented a robust free sampling program, strategically targeting key consumer touchpoints such as Cult gyms, women’s football league, marathons/running clubs along with leading modern trade chains and top Ecommerce platforms.

Looking ahead, what can we expect from Centrum?

As Centrum, our mission is to bridge India’s critical micronutrient gaps and empower people to take charge of their health. Looking ahead, our focus remains on education, expert engagement, and science-backed innovation to make multivitamin supplementation more accessible and relevant.

We’re expanding our efforts to raise awareness around daily nutritional needs, partnering with healthcare professionals to deliver credible information and guide healthier choices. Our strength lies in our deep understanding of consumers, coupled with a strong network of experts, a combination that uniquely positions us to drive meaningful impact.

Through a growing portfolio tailored to evolving needs, including affordable formats like Centrum Recharge, we aim to support everyday energy, immunity, and wellness. Ultimately, we hope to inspire an India that doesn’t just respond to health concerns but embraces well-being as a daily priority with the right knowledge, tools, and support at every step.