Silent dehydration is a hidden health challenge that affects millions across India. Nearly 75% of Indians suffer from dehydration, yet only 10% are aware of its impact. Often linked only to diarrhoea, dehydration can also result from fever, heat-related illnesses, fluid loss, and low intake—especially in a tropical country like ours. Recognising this rising concern, I set out to create meaningful change.

At the beginning of 2025, we introduced our WHO ORS category in the Howrah & Hooghly markets—together covering approximately 1.16 crore people. Initially, our brand strategy did not include launching this product in the larger South Bengal P2 market, where we were stronger in non-WHO ORS.

Driven by a bigger vision for this category expansion and public health impact, I took ownership of this opportunity. With focused planning and team collaboration, I successfully embedded WHO ORS across the South Bengal Zone, extending far beyond the original plan.

The results speak for themselves.

In Q1, South Bengal Zone became the No. 1 zone in India in both revenue and numeric distribution. Howrah & Hooghly continued to lead nationally through H1, setting a benchmark for others.

This success was built on service excellence, store efficiency, and channel expansion. I appointed new Sub-Distributors, strengthened indirect operations, and grew our direct business through Generic Pharma wholesalers and cold-drink distributors—together contributing nearly 60% of our total business.

This journey is not just about launching a product—it’s about creating awareness, driving impact, and proving what a committed team can achieve.