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Mumbai: FMCG firm GlaxoSmithKline Consumer Healthcare is planning to tie-up with several big retail players, including Big Bazaar, to increase its business of products, which are used as medicines and sold without prescription, or over-the-counter products.
Adityea Kapoor, General Manager of Modern Trade, GlaxoSmithKline Consumer Healthcare (GSKCH) stated, “Over-the-counter (OTC) as a category has suffered because of the misconception that all OTC products require a drug licence. The category’s full potential has not been leveraged with modern retail partners because of this misconception.”
He said that the company is discussing with several retail players like Big Bazaar, and has already tied-up with South Africa-based Shoprite, which runs a hyperstore in Mumbai.
Kapoor said, “We have started this project with Shoprite and now plan on taking this forward with our other retail partners like Big Bazaar to begin with. We are looking at working with retail partners across geographies.”
The company said that it is working with retail players to grow two categories- antacids and pain balms.
He added, “GSKCH worked closely with Shoprite and drafted a channel strategy for modern trade, where cross-category and checkout placements were identified as an opportunity to create a shopping occasion through impulse buying.”
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