Boost is a chocolate-flavoured health food drink made by GlaxoSmithKline.

It was launched in
1977 in India.

..ambassador for Boost was the cricketer Kapil Dev in 1986. Sachin Tendulkar became the brand
ambassador with his Debut in 1989. Virender Sehwag joined in 2002. Mahendra Singh Dhoni
became the brand ambassador in 2008.

The product's slogan "Boost is the secret of my energy" is ubiquitous in India.[citation needed]

Introduction: Boost is a nutritional health drink, especially for children. Boost is one of the
major players in the Rs 1400 crore Indian Health Food Drink (HFD) market. The HFD market is
having two segments: White powder segment and brown segment. The market is dominated by
white powders. Boost is a malt-based milk additive with the flavour of chocolate. It is one of the
chocolate-flavoured health food drinks made by GlaxoSmithKline along with horlicks. Boost has
a share of around 12% in the HFD market. Boost is positioned as an energy drink. The tagline
"Boost is the secret of my energy" has remained a blockbuster all through these years. The
tagline has highest recall among the TG. Boost is also the first HFD brand to be endorsed by a
celebrity. It was launched in 1977 in India.

Manufacturer: Boost is manufactured by GlaxoSmithKline. GlaxoSmithKline is a United

Kingdom-based pharmaceutical, biological, and health care company. GSK is the world's second
largest pharmaceutical company and a research-based company with a wide portfolio of
pharmaceutical products covering anti-infective, central nervous system, respiratory, gastro-
intestinal/metabolic, oncology, and vaccination products. It also has a Consumer Healthcare
operation comprising leading oral healthcare products, nutritional drinks, and over-the-counter
medicines.

The brand became national in 1980's. Glaxo rules the Indian HFD market with a share of around
64 %. The market is ruled by Horlicks and the leader is flanked by flanker products Maltova and
Viva.

Type of Market: Boost is a part of Indian Health Food Drinks (HFD). HFD is targeted at
children aged 5–18. The market is huge since this is the age group that demands some kind of
energy drink. The kids are active and playing during this age and the pressure is on the home
maker to keep the energy level of the kids high using some drinks. Boost was innovative not only
in the promotion front but also in product improvements. In 2002, as a part of its repositioning,
the brand came out with Power Boosters: which contains Copper and Biotin. It was first of its
kind in this segment. Boost also innovated in packaging. Over these years, the packaging became
contemporary and stylish to reflect the changing consumer preferences. This was good enough to
attract children. With competitors like bournvita, complain, horlicks, this brand had to attract the
children and provide them with a better, healthy, tasty, and nutritional energy drink.