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Indulge ..guilt free!
with

By

Submitted to
Manisha Banani

Prepared by
Naina Lalwani (19531034)
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INDEX
Sr no Content Page no

1 About Zydus Wellness 3

2 Sugar free 4

3 Progression and Trend 5

4 Reason Behind Trend and 6

Innovative products
7
5 Product current variants
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6 Conclusion
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7 Appendices
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8 Plagiarism Report
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About Zydus Wellness

The world around us is improving quickly and our lifestyles. Given the kind of active
lifestyles, the company are leading the concern for health and making healthier
alternatives us.Today, all are on the lookout for fresher, active and more healthy
options to lead healthier lives.

Zydus Wellness combines the best of healthcare, nutrition and pharmaceuticals to

bring to you a collection of the best wellness products to enrich your life.At Zydus
Wellness are always working towards fresher, healthier and more wholesome options
to lead healthier lives Zydus Wellness Limited (Zydus Wellness) is an India-based
company.

Sugar Free, a reputed synonymous to the sugar substitute category, is that the leader in
India with 94% Market Share.

It's a nutritious, safe and ideal low-calorie sugar substitute, giving you the sweetness
and taste of sugar but with little calories to worry about.Each teaspoon of sugar gives
you 20 calories with none nutritive value. Sugar-Free gives you an equivalent taste of
sugar but with negligible calories.

Competitor of sugar free

Brands Position in Value Owned/ Target
the Market Proposition Marketed by Consumer
Sugar Free 1 Healthier alternative to sugar Zydus, India Fitness-oriented consumers
Equal 2 Safe and sweet Merisant. People having problem with sugar
Sweeter 3 — — People having problem with sugar
Zero 4 Zero calorie Derived from sugar, Alembic, UK Proactive health seekers in Sec-A
tastes like sugar and 600 times & A2 cities in the Age group of
sweeter than sugar. Sucralose is 30-40
the key differentiate.
Staviocal — Ultimate natural sweetener; Rigel —
Sheer goodness of the product
Kalorie-1 — Sugar substitute Mankind Pharma
SugaRite — A world full of sweetness and Naturell (India) SugaRite is an ideal sweetener
free of calories Pvt. Ltd. for diabetics & the calorie-
conscious consumer
Sweetos — Low calorie and high intensity EnSigns Healthcare —
sweetener; High stability level.
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Sugar-Free

sugar alternative, is formed from Aspartame - a protein derivative. Sugar-Free Gold

are often added to tea, coffee, milk, cornflakes, nimbupani, fruit juices, etc. So now
you can enjoy the sweetness and also keep a tab on your calorie intake.
It’s ideal for health-conscious, overweight, and diabetics. Sugar-Free Natura: made up
of sugar, tastes like sugar, without the useless calories of sugar. It contains Sucralose,
it replaces sugar virtually in any preparations from tabletop applications to desserts,
sweets, mithais like gajar halwa, mixed fruit custard, ice cream, here, etc

Sugar-free products are sugar substitutes, safe for consumption, and ideal for the
calorie-conscious, weight watchers, and diabetics. The idea behind sweeteners is to
exchange sugar and not the sweetness of your favorite dishes

Sugar Free was launched as an ethical drug and the target consumers were diabetic
patients. The users of such products were very conservative and were reluctant to
show their health deficiencies. Over a period of your time , the corporate realized that
the buyer dynamics along side the market dynamics were changing. There was a
significant need for moving from a curative mindset to a preventive mindset. The
company, therefore, positioned Sugar-Free as a lower-calorie sweetener and
accordingly sharpened the relevant components of its marketing strategies in order to
make the market more responsive.

A large number of health-conscious and fitness-oriented consumers, Sugar-Free needs

a strategic shift in its approach towards marketing and communications. It must
become and be seen as a legitimate partner in supporting a healthy and fitness-oriented
lifestyle. It has to break the current mold of providing a solution to calorie reduction
and change its brand perceptions in the larger context of health and fitness orientation.

Sugar-Free is the most popular brand with a number of celebrities from different
domains of popular culture and in Indian areas too.
Sugar-Free has been leveraging endorsement strategy for the past few years/campaign
cycles; however, the messaging is focused more on calorie reduction, positioning the
brand as a healthier alternative to sugar. Though there is a subtle difference in for
Sugar-Free Gold and Natura, the main message remains in the same domain for both
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Progression and Trend
Phase Duration Brand Targeted Positioning Packaging Retailing

Phase I 1988-92 Sugar Free Diabetic patients Ethical drug: Blue & White Sold through
Curative clinical look medicine shops
Phase II 1993-99 Sugar Free Diabetic patients Sweetener: Blue & White chemists: sold
Preventive clinical look as over the
counter (OTC)
brand
Phase III Post-1999 Sugar Free Gold Fitness-oriented Low-calorie Vibrant chemists,
Sugar Free Natura consumers sweetener: yellow grocery stores:
Preventive colour sold as OTC
Brand
Sweetener in
Phase VI current Sugar free green Beverages Zero calories Green and yellow General store.

People who are weight conscious or suffering from diabetes or cardiac problems
usually prefer artificial sweeteners over normal sugar as they are having less calories.
Nowadays people tend to only consume artificial sugar rather than normal sugar, now
the company is producing the new variants with flavor so people will get options to
choose which to try, according to their taste and preference.

With the growing awareness about diet, exercise, and health, urban individuals know
about ill-effects of sugar on the body. Sweeteners function the neatest solution for this
not-so-sweet situation. The idea behind sweeteners is to exchange sugar and not the
sweetness of your favorite dishes.

It has become a trend where people will all buy sugar-free products, whenever they
purchase. People have become more health-conscious more. It is also being seen that
local shake maker and soda shop use sugar-free pellet, in drinks.

People tend to see the calories more and sugar-free guarantee about negligible calories
that is “1 pellet of Sugar-Free Gold is equivalent in sweetness to 1 teaspoon of sugar
& contains 0.4 calories. 1 pellet of Sugar-Free Natura is equivalent in sweetness to 1
teaspoon of sugar & contains 0 calories”.

Seeing the good response from the public the company has research and come to know
people like to carry the sugar-free with them at work or outgoing too, from this
company decided to make sachets.

Sugar free started new campaign “sugar free India” with motive to make country fit
and healthy.
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Reason Behind Trend

 Higher disposable income.

 Increasing urbanization.
 Improvement in standard of living.
 Mounting health problems attributed to changing lifestyles of the consumers.
 Growing health consciousness and increasing aspirations for better life.
 Increasing awareness to try better alternatives, and make informed choices.
 Rising willingness to spend more for fitness and well-being.

Innovative products

Company has already launch new product in market. This helped it expand the present
loyal customer base to other product categories. Some of its innovative product
offerings are as follows:

Sugar-Free TeaLite – India’s first Diet Ice Tea which offers the goodness of Tea
without calories.

Sugar-Free Natura sweet drops - Made from Sucralose, a Grade a sugar derivative,
Sugar-Free Natura Sweet Drops is extremely convenient to be used in beverages and
for extended tabletop applications apart from cooking and baking.

Sugar-Free D’lite – They are available in powder and ready to drink formats. The
drinks are 99% calorie-free and are positioned as health and sports drinks.

Sugar-Free Herbvia – Sugar-Free Herbvia-Herbal Stevia sweetener made from plant

Stevia, giving sweetness minus the calories
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Product current variants

Sugar free Sugar free

Sugar free green
gold Natura
 Sugar free Natura
Diet sugar
 Sugar free green
 Sugar free gold 80 grams
powder
powder
 Sugar free Natura
200 gm
100 grams powder concentrate
1 kg
 Sugar free green
100 gram
pellets
 Sugar free gold pellet 1 kg
100 pellet
40 pellet  Sugar free Natura
200 pellet
100 pellet sachets
200 pellet
 Sugar free green veda
300 pellet 50 sachets
ayurvedic sweet
500 pellet 100 sachets
drops
 Sugar free natura
50 ml each
 Sugar free gold pellets
sachets
Flavors in ayurvedic
100 pellet
50 sachets 200 pellet
 Lemon
100 sachets
 Cardamom
 Sugar free natura
 Tulsi
drops (10 ml )
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Conclusion
The healthier alternative to Sugar Sugar-Free has its position in the low-calorie sugar
substitute market at the top with a market share of ~95%, holds good brand equity and
goodwill for its expected health benefits, especially on the diabetes platform and
enjoys the ‘top of the mind recall’ in the minds of calorie-conscious consumers. With
this dominant market share, Sugar-Free continues to be one of the driving forces
behind the overall category growth in the market place.

Sugar Free should become a fashion statement on fitness orientation and a consumer
conversation currency on healthy lifestyle.

Having a market share of about 92 per cent of the ₹300-crore sugar substitutes

market , Zydus is focusing more on fitness-conscious consumers with Sugar Free
Stevia. Also, it plans to target people with lifestyle diseases, who would prefer natural
alternative to sugar.

It is being noted that Zydus is fulfilling the people expect as they launch the new
product in the market. As people are more cautious about themselves in societies to try
to maintain their bodies.

Zydus is also working on a new project to launch for the public to try, and
experiencing new alternative of sugar in their life without calorie
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Appendices

https://www.sugarfree-india.com/sweeteners/about-sweeteners

https://www.zyduswellness.in/investor/InvestorPresentation-Oct16.pdf

https://journals.sagepub.com/doi/pdf/10.1177/0256090920110107

https://www.zyduswellness.in/sugarfree.html

https://www.business-standard.com/article/companies/zydus-wellness-launches-
herbal-variant-of-sugar-free-115021100837_1.html

https://fdocuments.net/document/124-viraj-svroad-khar-w-mumbai-400-052-www-vs-
sensex-zydus-wellness.html
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