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Vicks India #TouchOfCare: Redefining Brand Equity Through Caregiver Storytelling
Industry & Competitive Context The Indian over-the-counter (OTC) cold care market sits within the broader Fast Moving Health Goods (FMHG) sector. Vicks VapoRub has long held dominant category leadership in the cold rub segment in India, commanding over 60% market share in the cold balm/rub category, as noted in academic research on the brand published via ResearchGate. Despite this category leadership, Vicks competes in a broader OTC landscape that includes Ayurveda-positione
6 days ago13 min read
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