Sun Pharma Consumer Healthcare (CHC), a division of Sun Pharmaceutical Industries has entered into the anti-fungal powder OTC category with launch of Abzorb. The brand will be co-promoted across prescription & OTC channels in India to drive growth. Sun Pharma CHC has launched a 360° marketing campaign comprising TV, print & digital to expand consumer outreach.

Abzorb’s unique combination of talc & starch ensures superior sweat absorption and clotrimazole, one of the best-in-class anti-fungal, helps treat infection & prevents its recurrence. The new packaging design, with an angular dispensing nozzle, enhances consumer experience through targeted application. The new pack makes it easier to apply the product on difficult to reach areas thereby reducing wastage. The product is available in 100g & 50g packaging.        

Commenting on the development, Vidhi Salgaocar, head, consumer healthcare, Sun Pharma said, “We are excited to offer consumers the Brand of Choice by dermatologists – Abzorb.  Fungal infections are a common occurrence and are often left untreated because of the associated social stigma. The intent of the 3600 marketing campaign is to raise consumer awareness regarding fungal infections and empower them to treat the infection and lead a healthier life.”

Consumer research has shown that most people are uncomfortable discussing fungal infections (especially itching) with anyone (not even with their doctors sometimes). They will suffer incessant itching, irritation, pain and burning silently. Itch attacks cause a lot of embarrassment especially in the middle of a meeting or any other occasions. The sensation to itch is severe and impossible to control.

The anti-fungal powder category is estimated to be over Rs. 100 crore in India (IMS MAT August 2017) and Abzorb is a key player in the segment. Inconsistent weather conditions with increasing instances of high temperatures and unexpected rain has increased the incidence of fungal infections, with the category growing at over 15% every year.