nline platform channels such as healthkart.com, bigbasket.com and healthkartplus.com provide medium price bargain i.e. strong customer value across topical analgesics segment than retail offline stores. Although, online channel owners still lack product expansion and strong horizontally and vertically diversified product portfolio than retail stores (chemists, hypermarkets, supermarkets and parapharmacies) in August 2013. As per observation, twenty four percent brands are still not available online.
Emami Mentho Plus Balm (9 ml packaging) is priced on an average 38% lower across online channels as compared to store retail pricing in India; followed by Himani Fast Relief (15 gram packaging) at 35%.
Amrutanjan Spray (30 gram packaging) is standalone brand across India topical analgesic segment to have higher online pricing dynamics than its store retail value by 27%.
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