Global Leader In Nutrition, Amway Makes Major Investment In Ayurveda

Amway India has unveiled chyawanprash under its flagship brand Nutrilite. It is a concentrated combination of 32 nutrient-rich herbs authenticated by DNA fingerprinting prepared with 16 certified organic ingredients, without any added preservative.

Influenced by classical Indian recipe, the formulation mainly focusses to build immunity, rejuvenation of the body, boosts strength and stamina, and aids in battling with day-to-day infections. This launch marks the company’s entry into the chyawanprash segment, with the strategy to capture a sizable pie from the progressing Ayurveda market in the nation.

Anshu Budhraja, CEO of Amway India stated- “At Amway, we firmly believe that good health is a state of complete wellbeing. Amway’s formidable presence in the vitamin and dietary supplements market with sharp focus in the customary herbal category made it natural for us to extend into the Chyawanprash segment. Leveraging the proficiency of our Nutrilite range, Chyawanprash by Nutrilite is an ancient Ayurvedic herbal blend providing benefits of 16 organic certified ingredients and DNA fingerprinted herbs. It is a true blend of age-old wisdom and contemporary science. On the back of successful growth trajectory and category potential, we desire to capture 20% market share of the premium segment in the first year. We will continue to innovate and further reinforce the category with a special focus on immunity supporting products.”

The company continues to strengthen its leadership in the health and immunity segment through consistent product innovation and uncommon seed-to-supplement process. In 2018, the company forayed into the traditional herb nutrition space with Nutrilite Traditional Herbs Range (NTHR). With just six products, the range clocked Rs 100 crores in 2020, depicting a huge growth potential.

Budhraja declared- “With transforming consumer trends, nutrition category has registered massive growth with Nutrilite contributing more than 61% to the company’s business revenue. The category is poised for an enormous growth with increase in contribution to more than 65% (CAGR of 10%) by 2024, which encompasses a significant contribution from the Nutrilite Traditional Herbal segment.”

Ajay Khanna, CMO of Amway India mentioned- “Over the years, there has been an increased awareness for robust immunity and overall wellbeing with rising preference for the goodness of traditional herbs and Ayurveda, drawing major focus to the nutrition segment. Amway via its flagship brand, Nutrilite, has been pioneering and perfecting the plant-based approach to supplementation for 80+ years. The core of our brand Nutrilite echoes the brand ethos– ‘Best of Nature, Best of Science’, which is truly reflected in the entire product offering under nutrition category. Assisted with our expertise in the area of nutrition and wellness, we have indigenously created Chyawanprash by Nutrilite amalgamating the best of nature and science with the Best of Traditional Wisdom to serve the Indian consumers. Certified by DNA fingerprinted herbs and prepared from 16 certified organic ingredients for which we are ECOCERT certified, our product ensures top-most level of purity, safety and potency. Acclaimed for supporting immunity, Chyawanprash by Nutrilite is enriched with potent ingredients from Ayurveda, also aids in rebuilding strength, stamina, vigour, vitality and energy that is affected by the stress of our modern lifestyles. The product comes with simple yet informative labelling that assists consumers to make better and informed choices. Given the firm legacy of brand Nutrilite and the equity it possesses, we are hopeful that Chyawanprash by Nutrilite will certainly win consumer trust.”

Presently, the product has been launched at an introductory price of Rs 499 for 500 gm pack. It will be sold across the country exclusively by Amway Direct Sellers.