Charak Pharma
Ancient Roots, Modern Solutions
A Conversation That Was Not Happening Yet
Charak Pharma has been part of Ayurvedic medicine for over seven decades. Its clinical credibility is well established and its products have a loyal base of practitioners who prescribe them regularly. But launching Fortyfitt Women, a product developed specifically for perimenopausal health, was a completely different kind of challenge.
Perimenopause in India sits in a cultural blind spot. Women experience the symptoms, the fatigue that doesn't lift, the sleep that doesn't come easily, the mood shifts that feel untethered from anything obvious, and very few of them have a name for what they're going through, let alone know that a product exists specifically for it. Reaching these women through prescription channels alone was never going to be enough. The brand needed to reach them directly, in the places where they were quietly searching for answers.
Education Came Before the Product
The launch architecture started with understanding before it ever mentioned a product. Creating space for a conversation Indian culture had largely not been having publicly came first. That meant events, not product launch parties but genuine panel discussions featuring gynaecologists, nutritionists and women who had navigated perimenopause themselves and were willing to talk about it honestly.
Physical events brought that conversation to women who could attend in person. Online events extended it to the much larger audience who couldn't. And everything that happened at those events created content that kept working long after they ended. Panel recordings, expert Q&As and discussion summaries all fed the SEO and social programme.
How we
solved it.
The content programme was built around the actual search behaviour of women in their late thirties and forties who were beginning to notice changes they couldn't explain. Not hypothetical queries but real ones being typed into search every day. Content addressed what women were actually looking for, whether that was understanding unusual fatigue, unpredictable moods in their 40s, disrupted sleep or natural approaches to hormonal changes.
More than 50 SEO optimised articles were published, structured around topic clusters that built authority in the perimenopause and women's health category. Organic traffic grew by 180%. Brand search volume, which is the most direct indicator of real world awareness building, increased by 65%.
The social programme combined platform specific content with influencer partnerships, selecting creators for their credibility in the women's health space rather than their follower counts. Amazon product pages and A plus content were developed to ensure the purchase stage was as polished as the awareness work.
The work,
in view.
See it
in motion.
The Charak Pharma: Fortyfitt Women
outcome.
A 65% increase in brand search volume is not a campaign metric. It is evidence that real women, in the real world, heard about Fortyfitt Women through some combination of content, events or word of mouth and then went looking for it by name. That is awareness converting into genuine interest, with the 3x content engagement rate confirming the content was worth reading and the 180% organic traffic growth confirming the SEO architecture was working. Together, the numbers describe a launch that created a conversation in a category where no conversation had existed before, the same kind of category defining work behind our Glenmark engagement on multi therapeutic digital strategy and the Sun Pharma website rebuild for a global pharmaceutical audience.
