Iodex was India's first choice for aches and pains since 1919. So when the entrepreneurs behind Paras Pharmaceuticals entered the market with Moov in 1986, they were up against over 60 years of consumer trust. When launched, Moov was the modern opposite of Iodex. Iodex came in an old-fashioned glass bottle, Moov was launched in a slick tube. While Iodex was a sticky, black, foul smelling balm, Moov was a white, fragrant cream. While this product differentiation helped Moov to gain an initial share of the market, it didn't translate into market leadership.

Moov lacked market leadership, for which it needed a clear differentiator from Iodex.

While researching the usage habits of rubs and balms, we discovered two important insights.

  1. The largest group of users were women suffering from backaches.

  2. While strains and sprains were occasional occurrences from accidents, backaches were everyday problems caused by routine activities. These two insights gained showed us that there was a need for a "Backache Specialist", which is how we repositioned Moov. What this did, is divide the market by usage. Moov became the solution for backaches, while Iodex became the solution for sprains and trains.

This repositioning led to a significant increase in the sales of Moov for two important reasons:

  1. Moov was used more frequently, since backaches were more frequent than sprains and strains.

  2. More Moov was used, since the larger surface area of the back needed the application of more cream.

Moov quickly achieved our aim by replacing Iodex as the market leader.