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Industry & Competitive Context India's Health Food Drink segment divides into two structural sub-categories: white malt powders (dominated by Horlicks) and brown malt powders (led by Bournvita and, subsequently, Boost). At the time Boost's pivotal 1985 campaign was conceived, the white powder segment commanded the larger share of the overall HFD market, while the brown segment — though smaller — was growing and contested primarily between Cadbury's Bournvita and GlaxoSmithKli