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Yakult Danone India storms into Bangalore with its probiotic drink Yakult
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Friday, 27 August, 2010, 08 : 00 AM [IST]
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Our Bureau, Bangalore
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Yakult Danone India (P) Ltd, a 50:50 JV between Groupe Danone of France and Yakult Honsha, Japan, has now entered south India with its probiotic drink “Yakult.” The product which was introduced in Delhi has managed to garner favourable response which led the company to storm into Bangalore as its first entry point in the southern markets.
The awareness about probiotics is fast catching up in India and Yakult has seen wide consumer acceptance in the metros. “Our India expansion plans are on track and soon we would enter into other markets in the south,” said Kiyoshi Oike, managing director, Yakult Danone India.
Yakult was launched in 2007 in India, after a successful foray in more than 30 countries. First launched in Japan in 1935, Yakult today is seen as a global leader in probiotics with more than 30 million people consuming it every day.
Yakult is the only probiotic drink that contains more than 6.5 billion beneficial bacteria (Lactobacillus casei strain Shirota, named after its founder Dr Minoru Shirota) in a 65 ml bottle. In 1935, Dr Shirota developed "Yakult" with more than 6.5 billion beneficial bacteria (Lactobacillus casei strain Shirota) as he observed that daily intake of this strain was beneficial to intestinal health and prevented diseases.
Subsequently several studies have established Yakult’s efficacy and it has also received the FOSHU label (Food for specified health uses) from the ministry of health labour and welfare in Japan. Daily consumption of Yakult helps to boost immunity and aids digestion. Yakult can be enjoyed by everyone, young or old, as part of a healthy balanced diet every day, stated the company.
The 65 ml bottle of Yakult contains skimmed milk powder, water, sugar, glucose and more than 6.5 billion live Lactobacillus casei strain Shirota. The probiotic bacteria reach the intestine alive and suppress the growth of harmful bacteria.Yakult has the FOSHU (Food for specified health uses) label in Japan from the ministry of health, labour and welfare. A “food for specified health uses” is intended to provide certain health benefits and includes active ingredients that have beneficial effects on the body’s physiology.
“ According to a recent research we conducted with Nielsen, awareness about our probiotic drink ( Yakult) is 48% in Delhi market and 37% in Mumbai. The overwhelming response from our consumers has urged us to expand our foothold in the country and it gives me immense pleasure to announce the launch of Yakult in Bengaluru,” he added.
Yakult is currently available in Delhi NCR, Mumbai, Pune, Chandigarh, Punjab and Jaipur. The company has a strong retail presence in these cities covering both organised and unorganised retail stores. Besides retail, the company has also launched its global home delivery system in India. More than 80,000 ladies are associated with this system globally, and in India the company has over 150 Yakult ladies delivering the product to the customers’ doorstep.
Yakult plans to launch its unique delivery system in Bengaluru early next year. The Yakult ladies are especially trained for door-to-door distribution. This system has been specifically created to help customers understand the health benefits of probiotics so that they can make it a part of their daily diet.
Yakult is priced at Rs 50 for a pack of 5 bottles. It is manufactured at Yakult’s advanced facility at Sonepat, Haryana. The production process of Yakult is fully automated from start to finish maintaining stringent quality control conditions of international standards.
The joint venture company was formed in 2005 to manufacture and launch probiotic products in the Indian market. The company pursues its global mission of contributing to the health and happiness of people around the world, by propagating the science behind probiotics and making people better informed about its positive impact on health. WHO/ FAO defines probiotics as “live micro organisms that confer a health benefit on the host when consumed in adequate quantities.”
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