Iodex is the market leader in the pain-balm segment, with a market share of 70 per cent-plus. Iodex faces challenges from local brands like Iodex is the market leader in the pain-balm segment ...

This case study shows how Iodex, a pain relief brand, overturned its declining sales in India by creating its own category and rebranding itself as an expert solution product. 'Topical pain relief' ...