British firm Haleon’s unit in Pakistan will make multivitamin brand Centrum in the country, the company’s CEO Farhan Muhammad Haroon told Reuters.
The company also plans to expand its pain management medications next year by introducing Panadol products for menstrual pain and migraines. Haleon Pakistan’s CEO said its Vitamin and Mineral Supplement (VMS) market in Pakistan is worth Rs. 24 billion ($86.3 million), excluding the grey market.
Haleon currently holds a Rs. 7.5 billion ($26.97 million) share in this market with products like CAC-1000 Plus and Qalsium-D.
The company’s strategy for Centrum includes offering smaller bottle sizes to accommodate customers’ limited purchasing power, which has been impacted by inflation.
The initial launch of Centrum in early 2025 will involve imports, with local manufacturing planned for later stages to produce market-specific variants for both Pakistan and other export regions. Haleon has a strong export history, currently selling products like CAC-1000 Plus and Voltral Emulgel to Vietnam and the Philippines.
Looking ahead, Haleon expects exports to contribute at least 10 percent of its sales in the next two years, up from 5-6 percent in 2022. The company invested $10 million in Pakistan last year to improve local production capabilities.
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