Zydus Wellness has partnered with Bollywood actor Malaika Arora to promote its stevia-based Sugar Free Green sweetener, the company announced today. The collaboration aims to leverage Arora’s fitness-focused image to highlight the brand’s natural, calorie-free alternative to sugar.
The shares of Zydus Wellness Limited were trading at ₹2,056.45, up by ₹29.10 or 1.44 per cent on the NSE today at 2:20 pm.
The three-part marketing campaign emphasizes the product’s 100 per cent natural stevia composition, targeting health-conscious consumers. Sugar Free, which holds a 95 per cent market share in the sweetener category, sees the partnership as a strategic move to align with growing consumer preferences for natural food products.
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Tarun Arora, CEO of Zydus Wellness, noted the increasing consumer demand for healthier food alternatives. Malaika Arora herself stated that Sugar Free Green allows her to enjoy favorite dishes without extra calories, from morning smoothies to desserts like tiramisu.
The partnership comes at a time of rapid growth in India’s natural and organic food market. Sugar Free Green positions itself as a guilt-free sweetening option for consumers looking to maintain a balanced diet without compromising on taste.
The brand, which has been in the market for over three decades, continues to innovate in the wellness space, reflecting the shifting consumer landscape towards more health-conscious food choices.
