GlaxoSmithKline Consumer Healthcare Launch of Ahaar Abhiyan in West Bengal May 2013

GlaxoSmithKline Consumer Healthcare further addresses the issue of malnutrition; launches the second phase of ‘Ahaar Abhiyan’ in West Bengal

The initiative aims at addressing the issue of malnutrition among young children


Kolkata, May 10, 2013: After the success of the pilot campaign in West Bengal last year, GlaxoSmithKline Consumer Healthcare (GSKCH) is proud to announce the launch of the second phase of ‘Ahaar Abhiyan’ in West Bengal. A participative campaign, Ahaar Abhiyan aims to address the issue of malnutrition among young children. Launched in partnership with CARE India in the state of West Bengal, Ahaar Abhiyan sets out to spread awareness in mothers, families and communities about the issue of malnutrition among children in the age group of 3-6 years. National award winner and acclaimed actress Vidya Balan would continue to be the face of the campaign this year as well. Ahaar Abhiyan will run in the months of May & June

The first phase of the campaign launched last year received an overwhelming response. Marked by high participation and acknowledgment from consumers, business partners, trade channels, GSKCH decided to take forward the campaign with a second phase this year. According to the ICDS Monthly Progress Report, the rate of malnutrition is very high in the state of West Bengal. Being cognizant of this fact, Horlicks decided to partner with its consumers to raise funds for spreading awareness about better nutrition for children, training health workers and creating integrated child development programmes. With the sale of every bottle of Horlicks with an MRP of more than Rs 100, GSKCH contributes Re. 1 towards the initiative. These funds will then be deployed by CARE India towards implementing Vriddhi in 2 blocks in Purulia district with the support of Government of West Bengal covering 12000 children, 12000 mothers and 400 Aanganwadi Workers (AWC) and will continue the activity with the funds raised from this year’s campaign.

Speaking on the launch, Mr. Jayant Singh, Marketing Head, GlaxoSmithKline Consumer Healthcare, said, “GSKCH is deeply committed to the cause of helping its community to do more, feel better, live longer. Malnutrition is a serious concern that plagues our country and ‘Horlicks Ahaar Abhiyan’ is our step towards helping to improve this condition. Encouraged by the support bestowed by our consumers in its pilot phase, we decided to take the initiative forward with the launch of the second phase. By empowering our customers to join us and help make a difference to the community, we are confident that this campaign would help children fulfill their dreams.”

CARE India has been working in the country for more than 60 years. Its current programme approach stems from a redrawn vision, operating models, relationships and work culture. Working with partners on projects that have been overlapped with holistic, long term, deep impact programmes; the NGO works directly with key populations to ensure that the root causes of poverty and marginalisation of people, particularly poor women and girls are tackled strategically and collaboratively. Its long run programmes built to scale can bring regenerative breakthroughs that it aspires in areas of work, livelihood, health, educations, disaster preparedness and response. On the partnership with GSK ‘Horlicks Ahaar Abhiyan’ Dr. Muhammad Musa, CEO, CARE India, said, “With this partnership, we plan to address the issue of malnutrition in the state of West Bengal for children in the age group of 3-6 years. We are proud to partner with ‘Horlicks Ahaar Abhiyan’ and will support this fight against malnutrition among young children through our program initiatives and interventions”.

A television campaign to create awareness about the initiative has gone on air from May 07, 2013. For more information visit: Facebook.com/Horlicks Ahaar Abhiyan

About GlaxoSmithKline Consumer Healthcare Ltd.

GSKCH is an associate of GlaxoSmithKline plc. of U.K, a global science based healthcare company. GSKCH has continually benefited from the technical and marketing inputs that have been available as a consequence of this association. GSKCH is the largest player in the health food drinks industry. The Company with its manufacturing plants located in Nabha, Rajahmundry and Sonepat has a total workforce of about 2900 people.

GSKCH has a strong marketing and distribution network in India comprising over 550 wholesalers and direct coverage of over 6,40,000 retail outlets. Its flagship product, Horlicks, is a widely regarded and highly respected brand for over 100 years. The Company also manufactures and markets Boost, Viva and Maltova and in addition markets and distributes a number of products in diverse categories, which include prominent names such as Eno, Crocin, Iodex and Sensodyne.

About CARE, India

CARE has been working in India for over 60 years, focusing on ending poverty and social injustice. We do this through well-planned and comprehensive programmes in health, education, livelihoods and disaster preparedness and response. Our overall goal is the empowerment of women and girls from poor and marginalised communities leading to improvement in their lives and livelihoods. We are part of the CARE International Confederation working in 84 countries for a world where all people live in dignity and security.

In India CARE focuses on the empowerment of women and girls because they are disproportionately affected by poverty and discrimination; and suffer abuse and violations in the realisation of their rights, entitlements and access and control over resources. Also experience shows that, when equipped with the proper resources, women have the power to help whole families and entire communities overcome poverty, marginalisation and social injustice.

Media Contacts ______________________________________________________

Prajakta Bhosale
Genesis Burson Marsteller
prajakta.bhosale@bm.com+91 9899043917

Sakshi Mathur
Genesis Burson Marsteller
sakshi.mathur@bm.com+91 9999007585

Kuheli Ray
Genesis Burson Marsteller
kuheli.ray@bm.com+91 9999783541

Nidhi Bhardwaj
CARE, India
nbhardwaj@careindia.org+91 9891178350