Torrent Pharma Shelcal 500 enters market as OTC calcium supplement brand

As a part of the campaign, Torrent Pharmaceuticals has added a highly interactive calcium calculator on the website, www.shelcal.com that will calculate the approximate daily dietary calcium intake for the user, meeting 100% RDA of calcium. Based on the analysis, consumers can make an informed decision. 

The #BeShelcalStrong TVC aims to address the aforementioned lack of dietary calcium in women by educating them to pay heed to their exhaustion and listen to their aching bones, especially after they turn 40. By depicting an everyday, relatable instance of two friends on a morning walk, the film further highlights the need to supplement one’s diet with Shelcal 500 daily.

With its composition of 500mg Calcium and 250 IU of Vitamin D, Shelcal 500 helps optimize calcium absorption, increases bone density, improves muscle strength, and helps boost immunity. The calcium is sourced from natural ingredients like an oyster shell, having good absorption/bioavailability in the body.

Furthermore, Shelcal500 is a consistent market leader in the Rx category, with a market share currently at ~43% that continues to rise. And going OTC will see Shelcal increase its market share substantially in the consumer healthcare segment.

Aman Mehta, Director at Torrent Pharmaceuticals Ltd, said, “With Shelcal's entry into OTC, the brand is poised to become the largest calcium supplement brand in India. Via this campaign launch, we wish to encourage consumers to take calcium supplements regularly to make up for their dietary deficiencies. #BeShelcalStrong is a strong value proposition that intends to not only build on Shelcal’s brand awareness but also educate people about calcium’s importance to their diet, which in turn can positively affect their quality of life.”

Amal Kelshikar Executive Director at Torrent Pharmaceuticals Ltd said, “According to data, 40.6% of Indians are calcium-deficient, while 79% of Indians are Vitamin D-deficient*. Moreover, while RDA recommends 1000 mg/day of calcium, 1 out of every 2 Indians consume less than 50% of the suggested range*. Thus, by taking Shelcal 500 to OTC while presenting a relevant, relatable, and engaging campaign that is driving awareness about how critical it is to complete one’s calcium requirements, Torrent Pharmaceuticals is actively endeavoring to bridge the gap between consumers and a healthy, active lifestyle.”

Today’s hectic and fast-paced lifestyle often gives way to food habits and a diet that may lack adequate nutritional value, making fatigue a cause for concern. In fact, a deficiency of calcium and vitamin D3 is prevalent primarily amongst women in India, which negatively impacts their active day-to-day life. According to research by (Widdowson et al, 1951), the body's calcium at birth in a healthy infant is 30 g. This rises as the growth advances. By adulthood, it reaches 1400 g in males and remains constant. However, in females, this rises to 1200 gms as they grow but soon begins to drop. And this happens as a result of an increase in bone remodeling due to decreased estrogen production at the onset of menopause. This makes calcium indispensable for a woman's bone health and unfortunately many aren’t consuming the calcium they need to grow and maintain healthy bones. 

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