Financial Daily from THE HINDU group of publications
Friday, Dec 13, 2002
Financial Daily from THE HINDU group of publications Friday, Dec 13, 2002 |
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Variety
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Sports Coach's Formula is official health drink Our Bureau
HYDERABAD, Dec. 12 `COACH'S Formula', the protein supplement from the Consumer Products Division of the Rs 200-crore Plethico Pharmaceuticals Ltd, has been accorded the official health drink status for the 32nd National Games, 2002, scheduled to begin at Hyderabad on Friday and continue till December 22. Stating that Coach's Formula was accorded the status in view of the high nutritional value of the product and stringent quality parameters adhered to by the product, the CPD Brand Manager of Plethico, Mr Sridhar Turaga, said, "This is the first official health drink for the National Games held so far in the last 32 years." Addressing presspersons here on Thursday on the eve of launching the product in Andhra Pradesh market, he said the protein content in the product came from `whey', a milk derivative having the highest biological value in nature. The Plethico General Manager, Sales and Marketing, Mr Milind Datar, said Coach's Formula was a protein supplement, scientifically engineered and developed with inputs from a team of international fitness instructors, nutritionists and experts from different fields of sport. According to Mr Turaga, Coach's Formula, manufactured in technical collaboration with the US-based Dolster Pharmaceuticals LLC, was completely natural and 100 per cent vegetarian, enriched with 24 essential vitamins and minerals as per the United States Recommended Daily Allowance (USRDA) standards. "The product has 65 per cent protein that makes it the best protein supplement available in India today. It contains zero saturated fat and absolutely no cholesterol." Mr Datar said there were very few players in the Indian fast-moving health goods sector, which was estimated to have a size of over Rs 4,000-crore, as compared to the Indian toiletries market with a size of Rs 4,600-crore. Of this, the health supplements market was estimated at around Rs 500 crore. Stating that Plethico Pharmaceuticals had lined up more health food products from its CPD, Mr Datar said the company was targeting to capture a market share of at least 10 per cent by 2004 in the health supplements segment.
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