Himani Sona Chandi Chyawanprash SWOT Analysis, USP & Competitors

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SWOT Analysis of Himani Sona Chandi Chyawanprash with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Himani Sona Chandi Chyawanprash

Parent Company






Tagline/ Slogan

Sona de surakshit tan, chandi de tej dimag


It has the goodness of amla and other herbs have been fortified with the super power of precious metals like gold and silver benefiting body and mind, an excellent immunity builder



Health Supplement

Target Group

All age-groups middle and upper middle class


A complete ayurvedic health supplement which enhances, rejuvenates health and builds immunity for year-round protection

SWOT Analysis


1. The Company launched the ‘Sona Chandi dhoondo’ campaign in many Indian cities; which supported with Below-the-line activities like door-to-door sampling, dealer boards, participation in fairs and festivals, as well as regular point-of-purchase marketing proved to be very successful.
2. The communication and packaging which emphasizes on product innovation- the gold and silver elements, has given it a distinctive positioning.
3. It has introduced product extensions- sona chandi keshar chyawanprash for older segment, a chocolate variant for children and a summer variant; thus products for everyone.
4. Celebrity endorsements by Indian movie stars giving it a high advertising recall

5. Good availability and distribution due to strong parent brand


1. The brand does not have a high market share and faces stiff competition
2. With Zandu also having a chyawanprash in its portfolio, company needs to figure out how to position himani and zandu distinctly in this product category
3.With its strategy focusing on rural markets now, it might end up losing shares in urban market


1. It can position itself as a complete food supplement for pregnant women.
2. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups
3. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features.


1.  Chyawanprash as product category has matured
2. With unique ingredients required, the climbing raw material costs will hit the margins
3. the middle class and upper class have started preferring international health brands



1. Dabur Chyawanprash
2. Zandu Chyavanprash
3. Baidyanath Chyawanprash

The table above concludes the Himani Sona Chandi Chyawanprash SWOT analysis along with its marketing and brand parameters.


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