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Healthy living is prime concern of today’s society. Many studies show that people are adopting health related changes in their eating habits. These changes create a new opportunity in food and drink industry. This is the reason health drink industry emerged as the most popular and growing segment of overall soft drinks industry in the world. As compared to the other food supplement health drinks stands the top in position, because these drinks have no side effects. There is enormous competition in between various international brands of health food drink companies. They are coming with new products and strategies. Malted health food drink is among best substitute of a complete food. India, the world’s largest malt bases drinks market accounts for 22% of the world’s retail volume sales. These drinks are traditionally consumed as milk substitutes and also available in mixed with water and marketed as nutritious drinks mainly consumed by the old, the young and the sick persons. Malt is germinated cereal grains that have been dried in a process known as malting. The grains are made to germinate by soaking in water, and are then halted from germinating further by drying with hot air. This paper is designed is such a way where perception of consumers about malted health food drinks are not only explained in details but also tested through proper application of statistical tools.

Dietary Supplements are defined as any product that can be taken by mouth that contains a dietary ingredient intended to supplement a diet. Dietary ingredients in these products may include vitamins, minerals, herbs, or other botanicals, amino acids, and substances such as enzymes, organ tissues, glandulars, and metabolites. Malted health food drink in India comes under FMCG-nutraceutical market. All marketing companies aim to satisfy consumer and then earn profit and it is also true with malted health food drink market. So, consumer plays a vital role in the health of economy local, national and international. Experiential and emotional approaches of marketing are key strategies for the firms. These are new approaches where companies offer their products to consumers as per their emotional and experiential appetite. Malted health food drinks are very much linked with health related issues and emotional and experiential marketing is core approach for selling these products to the consumers. This paper tries to explain these concepts of marketing with special reference to malted health food drink.