Tiger Balm, the world’s leading analgesic remedy, which has been a household name in the northeast for several decades, will now be available off-the shelves in India.
With its unique formulation of herbal ingredients, Tiger Balm’s healing properties for aches and pains made it extremely popular in almost all the states in the northeast. The red-and-white balm always found its way to the far-east region of India through the porous Myanmar border.
“The Tiger is not just ready to run in India, it is also ready to leap,” A K Han, Executive Director of Haw Par Corporation, the maker of the 100-year plus iconic brand Tiger Balm said.
The Singapore-based company is launching a contemporary neck and shoulder rub keeping an eye on the smart-phone users in India. Its new non-greasy, lavender smelling rub is priced at Rs 99 for 30 gm and Rs 149 for 50 gm.
Han is optimistic that the new Tiger Balm is going to be extremely popular in the northeast as its counterfeits (which also find entry through Myanmar), sell with similar sounding names like ‘Flying Tiger’ and the ‘Sleeping Tiger’.
This is the third time Haw Par Corporation is launching its popular brand in India. First launched in India in 1993 by inking a deal with Elder Pharma, Tiger Balm changed partner mid-course in 2011 by roping in FMCG major CavinKare. Unfortunately, both the venture didn’t do much for the brand which is sold in over 100 countries.
Knowing that India is a very difficult market, Han is optimistic that sky can be the limit for them in India. Haw Par Corporation is now in partnership with Alkem Pharma in India. “Tiger will now enter every nook and corner of India,” Han said confidently.
Tiger Balm’s legal re-entry into India is definitely good news for the people in the eight states in the northeast. “We all think of the Tiger balm in case of a headache. It is good to know that it is coming back to India,” Kabyendra Das, a school teacher in Guwahati, said.
“It’s great news. We will now be able to buy the genuine balm to relief our pains. So far, we were not sure of the potency of the balms we have been buying for so many years from the grey market,” Anungla, a home-maker from Mokokchung, said.
“There was a time when whole India was dependent on states like Manipur, Nagaland and Mizoram for Tiger balms. Now, we will be able to buy it off the shelves in any store across India,” Rajesh Das, a shopkeeper in Guwahati, said.
Mukesh Tiwary, Alkem Healthcare’s Senior Vice President (Marketing and Sales) claimed to turn the Rs 80 crore Tiger Balm brand into a Rs 200 crore product in next two years in India. Though the product will be manufactured by Makson in Hyderabad and the efficacy of the product is not sacrificed, Han claimed.