Swisse: Australian Premium Brand Disrupting The Indian Vitamins & Supplements Market

Akash Bedi,Chief Strategy & Operations Officer

Akash Bedi

Chief Strategy & Operations Officer

Australia's no.1 multivitamins and health and wellness brand Swisse has wasted no time in securing a strong foothold in the Indian consumer market since launching in-country early last year. Following a pure-play e-commerce strategy, Swisse is rapidly developing category-leading positions on India's largest e-commerce platforms, such as Amazon and Flipkart, and beauty specialists such as Nykaa, Myntra, Purplle and others.

The brand is now available across 16 e-commerce platforms, with its rapid ascension in consumer awareness attributed to its Immunity, Beauty Inside Out and Multivitamins ranges, produced in Australia under the country's strict, global best-in-class regulatory system for vitamins, supplements and skincare.

The brand's natural skincare, which similarly uses hero ingredients sourced from the world's most nutrient-rich regions such as cranberries from Cape Cod and Blood Orange from the foot of volcanic Mt Etna in Sicily, has also won its consumer attention. Akash Bedi, Chief Strategy & Operations Officer, says that Swisse supports discerning consumers in aiming to lead healthier and happier lives. "We believe in inspiring people to make their health a regular priority, rather than waiting until it suffers to take action ­ the conventional approaches to health can always be improved upon."

Swisse launched in India in February last year, just as COVID-19 was beginning its global spread and consumers had heightened awareness about the importance of naturally boosting their immunity and health. Well-positioned to anticipate and respond to rapidly rising global demand, Swisse ramped up production of its established Immunity range, consisting of products such as High-Strength Vitamin C, Zinc and Andrographis.
Online availability across a range of e-commerce platforms tailored to professional healthcare, nutrition and wellness, such as PharmEasy, 1mg and Netmeds, also supported the brand's connection to consumer segments willing to pay for Swisse's high-quality products and associated premium pricing. The brand is also active in the O2O space, on platforms such as Nature's Basket, Wellness Forever, Food Hall and NewU, where it plans to continue to roll out premium point-of-sale merchandising and engaging consumer activations to enhance brand recognition and consumer trials of its hero products.

Currently, Swisse's top-selling products in India include those within its Immunity, Beauty Inside Out and Multivitamins ranges. Swisse's multivitamins are targeted to gender and age brackets, the first brand in the world to innovate in this way. As Australia's no.1 beauty nutrition brand, Swisse has a strong product portfolio of beauty supplements, playing into a potential high-growth category in India.

"Swisse's manufacturing in Australia is a key reason for consumer confidence in the brand, which is now directly sold in 14 countries," Mr.Bedicomments. "Australia has the world's strictest regulatory system for vitamins and supplements, with its Therapeutic Goods Administration (TGA) ensuring that products are safely manufactured, advertised and marketed to consumers, with appropriate post market surveillance."

Swisse products sold in India are manufactured in facilities that comply with Good Manufacturing Practices (GMP) and are compliant with FSSAI regulations, with skincare products registered under CDSCO. The brand has strong sustainability and ESG credentials, being certified carbon neutral and committed to becoming a B Corporation ­ the global best-in-class standard for social and environmental performance and accountability to balance profit and purpose ­ within the next few years.

The rapid rise of the innovative global industry player offering immunity, beauty and other health boosting products regulated under strict world-class conditions

In engaging consumers, Mr.Bedi said Swisse focuses on highlighting the benefits of seeking holistic wellbeing through `Movement', `Mind' and `Nutrition'. Recent and upcoming social media-led campaigns include #SwisseFit (quick fitness routines and tips within the home), #Swisse Kitchen (healthy recipes using readily available ingredients) and #Quest For Wellbeing (a webinar series featuring Swisse global brand ambassadors Chris Hemsworth and Nicole Kidman, and Indian brand advocates such as Kriti Kharbanda and Nushrat Bharucha).

"We believe in the powers of positive thinking, strong relationships, regular exercise and wholesome food. Most importantly, we have faith in our brand philosophy to `Celebrate Life Every Day'," states Mr.Bedi.

Swisse has a stated aim to be the no.1 imported premium wellness player in India Online by 2023. A brand to watch as Indian consumer interest in health and wellness - and premiumization of the sector - continues to grow.