Cipla to acquire nutritional supplement brand Endura Mass
Cipla the other day said its consumer health arm Cipla Health Limited (CHL), has signed a definitive agreement to acquire Endura Mass, a nutritional supplement brand in the category of weight gain from Medinnbelle Herbalcare Private Limited for an undisclosed amount.
Endura and all other associated trademarks would be part of the acquisition.
CHL will initiate the distribution and marketing of the Endura Mass pending the closure of the proposed acquisition.
Endura Mass has been sold in India for 20 years to consumers actively looking to gain weight.
Cipla said the acquisition is in line with Cipla’s strategic imperative to augment the company’s wellness portfolio for bringing about a shift from an illness to a wellness mindset.
“With this strategic acquisition, we will be expanding our portfolio into a new category of weight gain, thereby catering to a very specific nutritional need for a set of our consumers,” said Shivam Puri, chief executive officer of CHL.
“Being underweight is linked to multiple challenges such as poor stamina, poor concentration and low immunity. The addition of Endura & Endura mass to our portfolio perfectly complements our existing offerings across all key wellness categories and would hence help us offer an even more comprehensive solution to all key consumer needs,” Puri added
As per the Lancet Journal – India has approximately 20 crore adult (male & female) population who are underweight.
CHL through this acquisition, is planning to build and develop the nutrition supplement category owing to its strong existing offline and online distribution muscle and a deep consumer insights engine which has already helped create over 12 consumer health brands within the portfolio.