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Himani Sona Chandi Chyawanprash SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Himani Sona Chandi Chyawanprash analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Himani Sona Chandi Chyawanprash SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Himani Sona Chandi Chyawanprash to benchmark its business & performance as compared to the competitors and industry. As of 2020, Himani Sona Chandi Chyawanprash is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Himani Sona Chandi Chyawanprash competitors and includes Himani Sona Chandi Chyawanprash target market, segmentation, positioning & Unique Selling Proposition (USP).

Himani Sona Chandi Chyawanprash SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Himani Sona Chandi Chyawanprash Brand Analysis
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

Himani Sona Chandi Chyawanprash STP
Himani Sona Chandi Chyawanprash Segmentation

Health Supplement

Himani Sona Chandi Chyawanprash Target Market

All age-groups middle and upper middle class

Himani Sona Chandi Chyawanprash Positioning

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

Himani Sona Chandi Chyawanprash SWOT Analysis
Himani Sona Chandi Chyawanprash Strengths

Below are the Strengths in the SWOT Analysis of Himani Sona Chandi Chyawanprash:

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

Himani Sona Chandi Chyawanprash Weaknesses

Here are the weaknesses in the Himani Sona Chandi Chyawanprash SWOT Analysis:

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

Himani Sona Chandi Chyawanprash Opportunities

Following are the Opportunities in Himani Sona Chandi Chyawanprash SWOT Analysis:

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.

Himani Sona Chandi Chyawanprash Threats

The threats in the SWOT Analysis of Himani Sona Chandi Chyawanprash are as mentioned:

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

Himani Sona Chandi Chyawanprash Competition

Below are the top 3 Himani Sona Chandi Chyawanprash competitors:

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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