Danone Product Strategy For India Includes Dairy, Protein, And Baby Food

Danone, which launched operations in India in 2010, has been successful using a process called “Indovation” to introduce products, especially dairy, suitable to Indian tastes, including Mishti Doi yogurt, and Chaas and Lassi yogurt-based beverages. According to General Manager Rodrigo Lima, the company plans ten new products in 2017-2018, including recent launches Protinex Grow, Protinex Tasty chocolate, Greek yogurt, and global baby food brands Aptamil and Neocate. The educational ad campaign for protein supplement Protinex was based on the finding that protein is mainly “missing” in the daily diets of Indians. The campaign used TV, print, radio, and social media to get the message across to Indian consumers.