Vijay C Roy
Tribune News Service
Chandigarh, April 29
Owing to growing preference for self-care and personalised nutrition, sale of chyawanprash saw a double-digit growth last year. It has been growing at 9% year-on year and the total sale was pegged at Rs 864 crore in 2018. Last year, it saw a 12% growth and recorded revenue of Rs 1,000 crore.
Normally, the demand is more in winters, however, for the first time it witnessed a huge demand during March to June last year following a spike in Covid cases. According to insiders, one of the reasons for the increased sales could be a recommendation from the Ministry of Ayush on the consumption of such products to boost immunity in the wake of Covid pandemic.
Chyawanprash is one of the most popular formulations from ayurveda known for boosting immunity. It is widely consumed as a dietary supplement and has gained further momentum during the pandemic —Anshu Budhraja, Chief executive officer, Amway India
Of the Rs 1,000-crore market, the premium segment contributes over Rs 100 crore and Amway aims to capture 20% market share with the launch of Nutrilite chyawanprash.
According to industry, in the past year, there has been a significant behavioral shift in consumers towards holistic and preventive health and wellness, owing to rising awareness. The concept of healthy living has gained momentum with a focus on nutrition and immunity, which fuelled the demand.
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