Industry vist

HSIIDC,Sonepat, haryana
What are probiotics?

• In layman terms probiotics are friendly bacteria/micro-organisms that can

improve your intestinal health. They are live micro-organisms that can be
consumed through fermented foods or supplements. Probiotics promote
a healthy balance of gut and intestinal bacteria and have been linked with
a wide range of health benefits.
• Yogurt is one of the source of probiotics.
• Yakult uses LcS( Lactobacillus casei strain Shirota). They have propriotery
rights over this bacteria.
Probiotic market

• The market is projected to grow and reach a value of $ 69.3 billion

by 2023.
• The demand is expected to multiply due to increase in awareness
about their benefits and willingness of consumer to purchase
products incorporated with probiotics.
Yakult as a company

• This is 50:50 JV between Yakult Honsha (Japan) & Groupe Danone

(France).
• Yakult Danone India pvt. Ltd. Formed in 2005. Capacity of 1 million
bottles/day.
• Over 40 million bottles are sold and consumed everyday across 39
countries.
• Indonesia is their biggest market and Mayanmar is their latest
market.
• Dr. Minoru Shirota, a Japanese
scientist, who isolated a probiotic
strain which when reaches the
intestines alive, imparts healthy
benefits to the consumer.

• Yakult has proprietary rights over LcS

and it is imported from japan to India
to manufacture Yakult.
Manufacturing Process

Culture/mixing
Seed Room Moulding Packing
room
Marketing

• Yakult uses the two-point strategy to crack the Indian market, i.e., both
ATL (Above The Line) and BTL (Below The Line) form of promotion.
• Before entering the Indian market, Yakult utilized print media in breaking
the barricades of unawareness amongst Indian consumers.
• Yakult has also roped in famous bollywod actors as brand ambassadors.
• The target population of Yakult includes urban households, primary
focusing on women.
 Yakult Ladies
• The ‘Yakult Ladies’, is a team of 250 ladies acrossvarious cities of
India. Yakult ladies promote probiotics and are provided scooters
with chiller boxes to deliver their products from door to door
without any spoilage and are responsible for 50% of the total sales of
Yakult in India. Women are preferred over men for this job as it is
believed that women are more health conscious and can thus
effectively communicate the benefits
Presence in India

• Launched in India in 2007, and is presently available in Hyderabad,

New Delhi, Gurgaon, Noida, Faridabad, Goa, Ahmedabad, Rajkot,
Jamnagar, Vadodara, Surat, Bengaluru, Mangalore, Mysore, Mumbai,
Ujjain, Aurangabad, Nashik, Pune, Indore, Kolhapur, Chandigarh,
Amritsar, Jalandhar, Ludhiana, Bikaner, Bhopal, Jaipur, Jodhpur, Kota,
Chennai, Salem, Coimbatore, Madurai, Moradabad, Meerut,
Ghaziabad, Aligarh, Agra, Bareilly, Lucknow, Kanpur, Allahabad,
Gorakhpur, Varanasi, Kolkata, Asansol.
Thank you