Lupin's innovative package ups the ante in women healthcare segment

In a calcium market worth more than Rs 2,400-crore, dominated by players like Shelcal, Gemcal and Calcimax, Lupin discerns itself with Corcal Bone & Beauty and its new packaging strategy, writes Abhishek Muralidharan.

17 Nov 2020 | By Abhishek Muralidharan

Corcal Bone and Beauty, a calcium supplement for women

Mumbai-based Lupin, which is the third-largest Indian pharmaceutical company by global revenues, launched Corcal Bone & Beauty in 2018.

It is a health supplement that contains natural coral calcium with over 70 trace minerals like zinc, selenium, gold, magnesium, silica, etc.

“In consumer research studies conducted among women across the country, we found that with the progression of age, demanding schedule and improper nutrition, the key need among women was not only limited to taking care of bones, but also address the beauty concerns like healthy skin, hair and nails. This gave birth to Coral Bone & Beauty,” says Anil V Kaushal, head, LupinLife Consumer Healthcare, Lupin.

According to Kaushal, the key marketing variable is ‘packaging’, a relatively neglected subject in the healthcare industry. A pack communicates with the consumer, informing, educating and assuring the consumer, generating interest and a probable trial. The brand wanted a premium pack that could enact as the first point of contact for consumers.

“The packaging is designed in a specific way to communicate and inform about the key benefits of the product, and also make it look appealing for the consumers,” says Kaushal.

The packaging parameters revolved around three major criterions, an exclusive aesthetic appeal, its female target audience and underlining of the natural benefits of the product. And all the above parameters had to be implemented keeping in mind the quality, safety and compliance requirements.

Besides, Corcal Bone & Beauty is made from 100% natural grains from Japan, differentiating it from other brands that operate in the similar functional space. This was a key point that had to be highlighted on the package.  

To transform the idea into package design, rigorous consumer research was carried out to ensure that it met the entire criterion and an Australia-based design agency was deployed to develop the pack.

To achieve the premium look, a holographic effect was given on the pack along with a vibrant colour scheme. The final package ticked all boxes and truly embodied Lupin's thought process into a graphical representation. Lupin also developed a retail dispenser pack for shelf visibility at the point of sale.

But, that was not all.

Lupin’s Synox team that focuses on diabetes and hypertension has undertaken a new initiative named Lupin Sahayak, which offers 24x7 WhatsApp helpline (7777044111) that enables patients to get more information on hypertension. It has also designed special packaging for Telista, a product used in the treatment of hypertension, and prevention of heart attack and stroke.

The results for these innovations and the initiative are all but alluring. It has helped Lupin bag two accolades at the India Packaging Awards 2019, in the category of ‘Excellence in Packaging Design - Graphics and Brand Value Add’ and ‘Innovation in Patient Awareness’.