Amway bets big on Ayurveda

Mumbai, Apr 17: Amway India, one of the country’s leading FMCG direct selling companies today announced the launch of Chyawanprash by Nutrilite, under its flagship brand Nutrilite. Chyawanprash by Nutrilite is a concentrated blend of nutrient-rich 32 herbs authenticated by DNA fingerprinting made with 16 certified organic ingredients, and with no preservatives. Inspired by classical Indian recipe, the Nutrilite Chyawanprash formulation primarily aims to support immunity, rejuvenation of the body, boosts strength and stamina, besides helping fight the day-to-day infections.This launch marks Amway’s foray into the Chyawanprash segment, with the strategy to capture a sizable pie of the growing Ayurveda market in the county.
Announcing the launch, Mr. Anshu Budhraja, CEO, Amway India, said, “Amway’s formidable presence in the vitamin and dietary supplements market with sharp focus on the traditional herbal category made it natural for us to extend into the Chyawanprash segment. On the back of successful growth trajectory and category potential, we aim to capture 20% market share of the premium Chyawanprash segment in the first year. We will continue to innovate and further strengthen the nutrition category with a special focus on traditional herbs range.” A global leader in the nutrition segment, Amway continues to solidify its leadership in the nutrition and immunity domain through consistent product innovation and unique seed-to-supplement process.
Commenting on the launch, Chandra Bhushan Chakraborty, Sr.Vice President, East & West, Amway India said, “As people embrace holistic approach to wellness with focus on nutrition, there is a growing demand for quality nutrition product, especially the nutrition supplements made with the Indian traditional herbs.”
Further talking about the herbal nutrition category performance, Mr Ajay Khanna, CMO, Amway India, said, “In line with the consumers’ inclination towards herbal products with traditional ingredients, the Nutrilite Traditional Herbs Range (NTHR) has witnessed a strong double-digit growth in 2020.”

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