Takeaways from PediaSure's Rise in the Indian Market

Important Note: This is my takeaway from the ET Magazine article, "Powder Power"

Who pulled the wool over the eyes of Horlicks, Complan, Boost, Bournvita, and Milo?

It takes a certain kind of incompetence for the respective company's strategy and marketing departments to overlook or underserve an entire segment. And it takes a certain kind of negligence to NOT address a problem statement that's right under your nose.

What is that problem statement?

What are new moms to give their two year-olds, weaned off of mother's milk, as the little ones get exposed to the world outside their homes?

Being first to market, i.e., mothers and their influencers, the 27,500 registered paediatricians in the country, counts a whole lot - a 100% of the 2-6 year old food health drinks market. 

It's not just the "army of paediatricians" who are influencers, it's the 1,000 sponsored blogger-moms out there with their thousands of followers, urging other moms to buy a product that is priced double to thrice that of competitors - A fanbase that is an effective wall against dissenting professional advice.

And it works.

Inducing fear, the fear of undernourishing your little loved ones at their crucial stage of growth. Why not go for the product that your friends, fellow moms, your child's doctor, and even your child's teachers endorse?

That begs the question: Who are the real customers?

 The 100 million households having children aged between 2 and 7?

Or 

The 27,500 paediatricians? 

That could be read as: 1 paediatrician could fetch you 4000 Indian mothers.
You decide.