For an avid coffee drinker like me, Horlicks managed to go where no beverage brand has ever set foot: to my taste buds. Averse to drinking anything except coffee (not even tea), I actually wanted to try the product.

What made it so compelling? The simple consumer insight, that the average urban woman has no time for herself. It was executed really well; the sudden realization that ‘Is badi si list mein mera naam kahin nahin tha’. (My name doesn’t figure anywhere in my to-do list). Hasn’t that happened to us all?

This insight works of course, only if the target consumer is health conscious (I trust Horlicks would’ve done sufficient market research before launching this product). Wondering how on earth I’m going to save myself from osteoporosis, eat 5 types of fresh fruits and raw vegetables everyday (who has the time to chew for that long?) and pop eight different supplements, this drink seemed to be a Godsend.

Placing Konkona as a model had its merits: she looks, acts and talks like the average Indian woman, making her easy to relate to. Thank God Horlicks moved over from the cotton-sari-clad, bindi wearing mom with her hair pulled back in a tight bun.

The only grouse I have with the brand is that it did not support its advertising with suitable distribution. The product was not available even in the biggest supermarkets until a month after its launch.

I finally got my hands on the product, and I have to say it does save you time in preparation. And doesn’t taste that bad either. Whether it lives up to its brand promise of taking care of my nutritional needs remains to be seen.