Chyawanprash by Nutrilite is MADE WITH 16 CERTIFIED ORGANIC ingredients authenticated with DNA fingerprinted herbs and with No preservatives
Marks its entry into Rs 1000 crore Chyawanprash market; aims to capture 20% market share of the premium Chyawanprash segment in the first year of the launch
Chyawanprash to drive growth of Nutrilite Traditional Herbs Range; the range expected to grow three times by 2024
New Delhi, NFAPost: Amway India, one of the country’s leading FMCG direct selling companies, 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 from the growing Ayurveda market in the county.
Announcing the launch, Amway India CEO Anshu Budhraja said Amway strongly believes that good health is a state of holistic wellbeing.
“Amway’s formidable presence in the vitamin and dietary supplements market with sharp focus in the traditional herbal category made it natural for us to extend into the Chyawanprash segment,” said Anshu Budhraja.
Leveraging the expertise of Nutrilite range, Anshu Budhraja said Chyawanprash by Nutrilite is the age-old Ayurvedic herbal blend offering benefits of 16 organic certified ingredients and DNA fingerprinted herbs.
“It is a true amalgamation of ancient wisdom and modern science. On the back of successful growth trajectory and category potential, we aim to capture 20% market share of the premium segment in the first year. We will continue to innovate and further strengthen the category with a special focus on immunity supporting products,” said Anshu Budhraja.
A global leader in the nutrition segment, Amway continues to solidify its leadership in the health and immunity domain through consistent product innovation and unique seed-to-supplement process.
The company forayed into the traditional herb nutrition space with Nutrilite Traditional Herbs Range (NTHR) in 2018. With just six products, the range clocked INR 100 crores in 2020, indicating a huge growth potential.
Going by the market trend, the company is channelizing its energies in bolstering innovation to accelerate the traditional herbs range, further driving growth for the nutrition category and for Amway. Chyawanprash by Nutrilite is the new addition to the traditional herbs range, which is expected to be one of the key growth levers for the category.
Further, talking about the nutrition segment, Anshu Budhraja said with evolving consumer trends, nutrition category has registered immense growth with Nutrilite contributing over 61% to the company’s business revenue.
“The category is poised for a tremendous growth with increase in contribution to over 65% (CAGR of 10%) by 2024, which includes a significant contribution from the Nutrilite Traditional Herbal segment,” said Anshu Budhraja.
Commenting on the launch, Amway India CMO Ajay Khanna said over the years, there has been a heightened awareness for strong immunity and overall wellbeing with growing preference for the goodness of traditional herbs and Ayurveda, drawing significant focus to the nutrition segment.
“Amway through its flagship brand, Nutrilite, has been pioneering and perfecting the plant-based approach to supplementation for over 80 years. The core of our brand Nutrilite echoes the brand ethos– ‘Best of Nature, Best of Science’, which truly reflects in all the product offering under nutrition category,” said Ajay Khanna.
Backed with Amway’s expertise in the area of nutrition and wellness, Ajay Khanna said the company has indigenously developed Chyawanprash by Nutrilite combining the best of nature and science with the Best of Traditional Wisdom to cater to the Indian consumers.
“Authenticated by DNA fingerprinted herbs and made from 16 certified organic ingredients for which we are ECOCERT certified, our product ensures highest level of purity, safety and potency. Known for supporting immunity, Chyawanprash by Nutrilite is enriched with potent ingredients from Ayurveda, also helps in rebuilding strength, stamina, vigour, vitality and energy that’s impacted by the stress of our modern lifestyles,” said Ajay Khanna.
The product comes with simple and yet informative labelling that helps consumers make better and informed choices.
‘Given the strong legacy of brand Nutrilite and the equity it holds, we are confident that Chyawanprash by Nutrilite will certainly win consumer confidence.” Amway will be supporting the launch with educational sessions for the distributors, along with the multi-media campaign focused at creating awareness on the category targeted at the discerning consumers,” said Ajay Khanna.
Further talking about the herbal nutrition category performance, he added in line with the consumers’ inclination towards herbal products with traditional ingredients, the NTHR range has witnessed a strong double-digit growth in 2020.
“The range is hugely popular among the U35, as we witnessed the U35 buyers of NTHR grew significantly from 35% to 45% in 2020, reflecting their strong preference for the traditional herbs’ nutrition range,” said Ajay Khanna.
As optimum nutrition continues to be a key priority for the consumers, Ajay Khanna said Amway expects its traditional herbs range to grow three times, contributing 20% to the overall nutrition category which is projected to be 65% of the total business by 2024, with Chyawanprash estimated to account close to 10% of the NTHR sales by 2024.
About Nutrilite Chyawanprash
- 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.
- Chyawanprash by Nutrilite is certified by ECOCERT under National Program for Organic Production (NPOP) Standard as it is made with 16 organic ingredients
- The herbs used in the product are backed by a strong legacy of scientific research, boasting high levels of purity, safety and potency.
- Amla (Indian gooseberry), known for its immunity building properties, is the primary ingredient of Nutrilite Chyawanprash, which is 100% organic and so are 15 other organic ingredients such as Gokhru, Giloy, Shatavari and more used in the product adds to the premium quotient of the product.
- In addition to enhancing immunity and rejuvenating the body, Nutrilite Chyawanprash alleviates the common infections and allergies of the respiratory system, supports digestion, heart health and memory, thus, contributing to the overall health of human mind and body.
Currently, the product is launched at an introductory price of Rs 499 per 500 gm. It will be sold exclusively by Amway Direct Sellers across India and to know more, visit the company’s website www.amway.in.
Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world’s #1 direct selling company with presence in over 100 countries & territories.
Globally, Amway is 60+ years old, US$ 8.4 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 750 patents granted and another 220 patents pending. Amway has more than 500 scientists, engineers, and technical professionals who extend our innovation and science capabilities through 11 locations to deliver global, regional, and local product research and development.
Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Retails and Direst Sellers who make personal recommendations regarding the use of distinctive quality products.
Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use.
Amway products are popular not just in India but across the world. Nutrilite is the world’s No. 1 selling vitamins and dietary supplements brand.
Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed taking the needs of Indian consumers into consideration.