Horlicks's Slogans & Taglines

Horlicks is a sweet malted milk hot drink brand founded in 1873 by British brothers James and William Horlick in Chicago, Illinois. Originally developed as a nutritional supplement named "Diastoid" for infants and invalids, the product was reformulated and rebranded as Horlicks in 1883, quickly gaining popularity as a wholesome bedtime beverage. The brand was introduced to India in the 1930s by British soldiers, where it became a beloved household staple and market leader. Core offerings today encompass the signature malted milk powder, available in original, chocolate, and elaichi (cardamom) variants, alongside ready-to-drink formats and biscuit extensions. Brand messaging has evolved from the early medical positioning Horlicks restores energy and vitality to the emotional platform Horlicks: Taller, Stronger, Sharper in India, and the contemporary promise Goodness of Malted Barley, reflecting its shift from a therapeutic tonic to a family nutrition brand. Today, Horlicks is distributed across more than 30 countries and remains one of the world's most recognised malted beverage brands.