Why Brand Saridon clicks with all despite competition and a brief ban

What has worked though for Brand Saridon has been its single-minded focus on headaches as opposed to other analgesics that dwell on a wider set of problems

Every second, 21 consumers in India pop a Saridon to relieve themselves of a pounding headache. In ten years, Saridon, whose brand licensing rights were picked up by Piramal Enterprises in the 1990s from pharma major Roche, has grown 20 times. It now has a turnover of Rs 100 crore from Rs 5 crore a decade ago and accounts for a fourth of the Piramal group’s revenue within its consumer products division. Plans are afoot to grow its retail presence aggressively  in addition to launching a host of new variants in the future.
 
For a humble headache pill, developed