India Volume 12

118 SUPERBRANDS 2020 Market It is unlikely to find a person who at some point in life has not been struck by a headache. A headache can come in various guises. Its causes vary from heat to noise, sinusitis to tension, eye strain to spondylitis and sometimes, in extreme cases, some very serious problems. Thankfully, most causes are benign and a tablet or a topical application will usually cure it. Primary headaches are caused by stress and tension – most people have or will suffer this type. Primary headaches include headaches caused by unknown reasons such as stress, tension, heat, dehydration, simple cold etc. These headaches can be easily treated with OTC medications like Saridon. Over the past 55 years, brand Saridon has been at the forefront of providing quick and effective relief The Indian analgesics market in 2020 is expected to be US$ 768.53 million. The market is projected to grow annually by CAGR 8.7% in 2020-23. In comparison, the US market is expected to reach US$ 5,745 million (Source: Statista.com). Manufactured by Piramal Enterprises Limited, Saridon’s current growth rate – now in double digits – is faster than that of the category. This simply means that Saridon is pulling in new consumers from across the country. The said growth is also being reflected in market research studies that are conducted by independent, autonomous bodies. Saridon, for instance, has consistently featured amongst the top ten over-the-counter (OTC) brands of The Economic Times surveys. Achievements Without doubt, Saridon is the No. 1 oral analgesic brand in the country, commanding 14% of the market*. In a market that has a plethora of options for the consumers to choose from, this is an extraordinary achievement. The key to its success has been the fact that it has always kept itself relevant, ensuring availability at outlets in the vicinity and of course, by providing quick relief. Over the years, the brand has not just been a consistent performer in the market, but has made efforts at brand building and keeping itself relevant. In 2012, Saridon opened a new front in media development by innovating Saridon Movie Reviews. In the following year, it won two Gold Emvies Media Awards for Best Media Strategy and Best Media – Innovation on Radio. 2014 saw it win Gold for Saridon Movie Review at the Golden Mikes Awards. In the same year, it was bestowed with Gold at the prestigious Radio MirchiKaan Awards. Saridon Movie Review, its radio innovation, was again in the news when it was declared the Gold winner at the Asian Customer Engagement Awards. Also in 2014, Saridon won the prestigious Economic Times Best Brands Award. Despite these various innovations, one of the many elements that consumers from all walks and to primary headache sufferers. This association goes beyond a straight-forward solution, and now manifests as unshakeable trust in one of India’s most iconic brands, which is evident with 31 tablets being sold every second across the nation. The remedial market in India is complex. It comprises a matrix of formats – tablets, capsules and topical applications – and is categorised by active ingredients and price points. The large volume of consumption across gender and socio-economic strata has also given an opportunity for regional players to compete strongly with the national marketers at the lower end of the pyramid. The complex world of headache, often accompanied by continuous throbbing and pain, can be unnerving and affect normal functioning of an otherwise healthy individual. Standing between these and a complete disruption of daily routine is a single tablet of Saridon ^ . The brand Saridon was introduced in 1933 by Roche in Switzerland. Today, it ranks as the undisputed No. 1 analgesic brand in India commanding 14% of the market*. Several studies for this brand have thrown up the unprecedented figure of 100% awareness in unaided recall. Saridon is sold over the counter through 8.25 lakh retail outlets.