Kraft Heinz appoints Sourav Ganguly as brand ambassador for Complan


The world’s fifth largest food and beverage company, Kraft Heinz India has appointed former cricketer Sourav Ganguly as brand ambassador for the Complanbrand.

Kraft Heinz appoints Sourav Ganguly as brand ambassador for ComplanComplan operates in the Rs 6,000 crore milk food drink (MFD) segment currently dominated by GSK’s Horlicks followed by Mondelez International’s Cadbury Bournvita and GSK’s Boost. Kraft Heinz India’s managing director Sankalp Potbhare expects the appointment will help the company to regain the lost ground in the MFD space over the next three years.

“Ever since Complan’s relaunch in India last year, the brand has been growing at healthy double digit pace whereby we are confident to reclaim the lost ground in three years,” said Potbhare. Three years back, Horlicks was the market leader followed by Bournvita and Complan, industry executives said.

Complan got a celebrity endorser after four years when it had last associated with film star Amitabh Bachchan. Potbhare said the company will start with a new campaign for Complan with West Bengal which is one of its biggest market and will eventually take it national depending on the success. The brand has around 15% market share in the state.

While GSK has indicated its wants to sell Horlicks and media reports have named Kraft Heinz as a possible suitor amongst others, Potbhare declined to comment on this.

Kraft Heinz India’s popular brands include glucose drink Glucon-D, Complan and Heinz tomato ketchup. Glucon-D is its largest brand accounting for little less than half of its revenue followed by Complan.

When asked about competition from Patanjali, Potbhare said there has been no impact in MFD and glucose where Patanjali has products but with very small market share.