You are here  » Home » F&G » Details

Yakult Danone expanding in India

30 Sep 2009

Yakult Danone India, which markets the probiotic drink Yakult, hopes to increase sales tenfold by 2011. The company, a joint venture between Yakult Honsha of Japan and Groupe Danone of France is expanding its business in the country. This month, it launched the product in Mumbai, as well as an advertising campaign which features actor Kajol as the brand ambassador.

According Kiyoshi Oike, MD, Yakult Danone India the company hoped to break even by 2011, when it hopes to be present in all metros. Yakult is available in Delhi, National Capital Region, Punjab and Jaipur. It is priced Rs 10 for a 65-ml bottle or Rs 50 for a pack of five. There are about 20 probiotic products in Yakult’s global portfolio, including yoghurt and health beverages; barring the drink, none are sold here.

As in other countries, Yakult is selling its product through the Yakult Ladies System of door-to-door distribution here too. This is so that customers fully understand the health benefits and get regular supplies. There are 80,000 Yakult Ladies across the globe. In India, there are just 65, though their number will rise to a 100 by March. Globally, more than 40 per cent of the sales come from this channel. It is also sold through retail.

The drink is the company’s flagship product and is claimed to have 6.5 billion live beneficial bacteria. In India, the Indian Council for Medical Research is in the process of putting out guidelines for probiotic foods.

Source: Hindu BusinessLine