New Delhi, Feb 8 :     Nutrition giant SmithKline Beecham Consumer Healthcare (SBCH) has acquired Viva and Maltova brands from Jagatjit Industries (JIL) for Rs 86.25 crore. SmithKline has also agreed to enter into a contract arrangement with Jagatjit for the manufacture of the two brands. The companies already have a similar arrangement to produce Boost at Jagatjit Nagar in Hamira. The transfer of brands would be effective from January 1 this year, a company release said here. 'Both Viva and Maltova complement our existing product portfolio. This will help us consolidate our presence in the health food drink segment and offer greater choice to our customers,' SBCH managing director Simon Scarff said. The company already has Horlicks and Boost in its portfolio. 'JIL plans to pursue its core business. We are regarded as an alcoholic beverage company and will continue to consolidate and focus on this lucrative sector. Our divestment is strategic,' Vijay Kapoor, deputy managing director of JIL, said. Viva and Maltova have a combined share of over eight per cent in the country's health drinks market. Viva is popular in Andhra Pradesh while Maltova has a strong presence in other southern states, and the north. They are also exported to Sri Lanka, Bangladesh, Myanmar and West Asia, something that will help SBCH enhance its global reach. 'This fits in well with the strong penetration of Horlicks and Boost, which have become household brands in the south and the east,' SmithKline said. The company said the greater volumes would give SmithKline greater sourcing flexibility both for malt extract and skimmed milk powder from Jagatjit, which are extensively used in the manufacture of its products. 'Smithkline is planning a major marketing thrust for both brands,' Scarff said. He said both Jagatjit and SmithKline stood to gain immensely from the deal and would emerge stronger and better focussed in their respective areas of business. Reacting to the acquisitions, share price of SmithKline rose to Rs 475.50 on BSE from yesterday's close of Rs 442.85.