StatusPas a markeL share of 60 ln Lhe glucose blsculLs caLegory worLh abouL 8s2000 crore

8rand story ln Lhe hlL 8ollywood movle Welcome acLor nana aLekar ln a passlng reference Lo arleC
noLes LhaL even blsculLs command respecL and have Lo be addressed wlLh a [l (a Lerm of respecL ln
Plndl) Pls remark whlle made ln [esL ls noL far off Lhe mark

lL ls a herlLage brand We sell over 23 crore packeLs every monLh 1haL should reflecL Lhe sLaLure of Lhe
brand" says raveen kulkarnl markeLlng head aL arle roducLs vL LLd

arle's manLra has always been abouL reposlLlonlng Lhe brand wlLhouL Lweaklng Lhe look and feel of Lhe
producL 1he brand ls clearly an lndlan brand and lL sLraddles all economlc sLraLa 1he facL LhaL lL ls a
sLaple for everyone ln Lhe house keeps lL golng" says nlrvlk Slngh chalrman and presldenL Crey Clobal
Croup SouLh and SouLhLasL Asla Lhe agency LhaL handles Lhe arleC accounL

1here was a Llme when arleC's domlnance was LhreaLened by rlval brands especlally Lhe 1lger brand
from 8rlLannla We found ouL LhaL 1lger was geLLlng sLronger ln Lhe klds segmenL and we declded Lo
change our poslLlonlng" says kulkarnl LaLer when Lhe company sponsored Lhe Lelevlslon show
ShakLlmaan on uoordarshan lL llLerally rescued arleC

1he brand also had some lnnovaLlve commerclals lnvolvlng young chlldren wlLh a new punchllne C
means Cenlus whlch was an lnsLanL hlLWhlle rlvals have slgned on celebrlLles arleC has managed Lo
reLaln lLs leadershlp poslLlon wlLh [usL a slmple whlLeandyellow sLrlped wrapper wlLh a plcLure of a
baby on lL We don'L need celebrlLles as Lhe brand equlLy ls so sLrong" says kulkarnl

1he blggesL concern ls LhaL Lhe brand shouldn'L become ouLdaLed as lL ls a hlsLorlc brand 1he brand has
managed Lo reLaln lLs leadershlp poslLlon because lL has evolved lLs campalgn wlLh every consumpLlon
Lrend" says Slngh

1he lasL campalgn PlndusLan kl 1akaL (Lhe sLrengLh of lndla) ls a huge poslLlon whlch no oLher brand
can Lake so efforLlessly"