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Smithkline acquires Maltova, Viva - Views on News from Equitymaster
 
 
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  • Dec 18, 1999

    Smithkline acquires Maltova, Viva

    Smithlkline Beecham Consumer Healthcare has bought out 'Maltova' and 'Viva' from Jagatjit Industries, a leading liquor company.

    Smithkline Beecham Consumer Healthcare (SBCH) manufactures malted food under the brand names -Horlicks and Boost. Its product range also includes 'Gopika' ghee and biscuits. Horlicks commands 54% market share, while Boost has 10% market share.

    As per newspaper reports, SBCH will buy Maltova and Viva for Rs 500 m.

    Post-acquisition SBCH will clearly dominate the health food drinks segment with over 70% of the market. Its nearest competitor Complan controls around 13% of the market, with Cadbury's Bournvita controlling another 13%. The other contender Nestle's Milo has a three percent share.

    Jagatjit Industries gets 70% of its turnover from alcoholic beverages with its 'Aristocrat' brand being the world's largest non-Scotch whisky brand. It makes sense for it the company to concentrate on alcoholic beverages and divest health foods and snacks from its portfolio.

     

     

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