31 May 2018

Horlicks, the iconic brand fromGSK Consumer Healthcare today announced the launch of “Horlicks Mission Poshan” with legendary actor Amitabh Bachchan as the campaign ambassador. Supporting the Government’s Rashtriya Poshan Abhiyaan, Horlicks Mission Poshan will focus on the first 1000 days of a child with the objective of addressing malnutrition, stunting and infant mortality.Amitabh Bachchan will be part of many activities planned all-round the year including a 12-hour live Telethon and awareness camps across schools and villages.

India has the maximum number of children in the world suffering from malnutrition1 and the core objective of the program will be to increase awareness on the issue. The key focus of the programme will be the first 1000 days of a child which are critical for cognitive development, physical growth and immunity.

Amitabh Bachchan took to social media and announced his association with Horlicks Mission Poshan today through Twitter and Facebook.

Amitabh Bachchan‏Verified account @SrBachchan


Did you know that 50% of world’s undernourished children are in India, in our country – We need to start the fight against malnutrition NOW! @MissionPoshan @Network18Group @Horlicks_india @narendramodi

Amitabh Bachchan‏Verified account @SrBachchan


I am taking the 1st step by joining the biggest movement to fight malnutrition @MissionPoshan@Network18Group and @Horlicks_india to support India’s Rashtriya Poshan Abhiyaan @MissionPoshan @narendramodi @Manekagandhibjp @NITIAayog @amitabhk87 @PoshanAbhiyaan.

Facebook post : Amitabh Bachchan

FB 2023 – Do you know that 50% of world’s undernourished children are in India ! The fight against undernourishment needs to start NOW. I am taking the first step with @MissionPoshan, a partnership of Horlicks and Network 18 in line with the PM Modi’s Rashtriya Poshan Abhiyaan to make India’s Bhavishya Roshan. #MissionPoshan coming soon across @Network18grp @cnnnews18 @News18India @cnbctv18india @CNBCAwaazIndia

Commenting on the campaign Navneet Saluja, Managing Director, GSK Consumer Healthcare said “Our initiative has a singular goal – to help promote the need for nutritional needs across rural and urban India. We are fortunate to have Amitabh Bachchan partner us in this significant journey towards addressing the issue of malnutrition in our country. Horlicks has been a household name for over 100 years and Horlicks Mission Poshan is a small step to support the National Nutrition Mission of the Government of India. We are committed to dialling up mass awareness around malnourishment and working with the civil society towards its eradication.”

According to a recent report, India has the largest number of malnourished children in the world and currently ranks 100th out of 119 countries on the Global Hunger Index — behind countries such as North Korea, Bangladesh and Iraq.2

Horlicks in association with Network18 aims to build mass awareness about the importance of providing proper nutrition to children and crowdsourcing necessary funds to help promote nutritional diets for millions of children across India through Mission Poshan.


  1. 1.     http://www.assocham.org/newsdetail.php?id=6565
  2. 2.     http://niti.gov.in/content/india%E2%80%99s-performance-global-hunger-index-its-initiatives-address-malnutrition

About GlaxoSmithKline Consumer Healthcare Ltd

GSK Consumer Healthcare Ltd is the category leader in Indian health food drinks industry. Our flagship product Horlicks leads the market, while Boost is among the top three health food drink brands that India prefers. Our manufacturing plants are located in Nabha, Rajahmundry and Sonepat. In India we have an engaged workforce of over 3800 employees. GSK also markets and distributes a range of everyday health products such as Eno, Crocin, Iodex and Sensodyne. Our marketing and distribution network comprises over 800 distributors and a direct coverage of over 8 lakh retail outlets.

GSK Consumer Healthcare Ltd is an associate of GlaxoSmithKline plc. of U.K, one of world’s largest consumer healthcare companies. We have a heritage that goes back over 160 years. Our purpose is to help more people around the world to do more, feel better and live longer with everyday healthcare products.  Our goal is to build a global, growing business – we call a Fast-Moving Consumer Healthcare (FMCH) company – dedicated to everyday healthcare with all of the scientific expertise and quality guarantees that demands, working at the speed and with the genuine consumer understanding the modern world expects.

GSK Consumer Healthcare globally owns some of the world’s best loved healthcare brands, successful in over 100 countries. These include Sensodyne, Theraflu, Paradontax, Panadol, Polident, Otrivin, Horlicks and Physiogel.

Media Contacts:

Genesis Burson-Marsteller

Harleen Kaur Saroya


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