Ripe Australian supplements sector drives distribution deal
Lipa Pharmaceuticals will exclusively distribute KSM-66 Ashwagandha – a standardized extract of a prominent botanical in Ayurveda – across Australia and New Zealand.
Kartikeya Baldwa, director at India-based Ixoreal Biomed, the manufacturer of the raw ingredient, told FoodNavigator-Asia that bringing the ayurvedic extract to the region was a no-brainer.
“Australia's high per capita usage of health supplements is amongst the highest in the world, with over 75% of Australians above the age of 14 using one or more vitamins, minerals, botanicals and nutritional supplements,” Baldwa said.
An increasing number of people are looking for natural products with greater health benefits, he said, and KSM-66 Ashwagandha fits this very well.
Target consumers will be health-conscious with the wish to supplement their diets with clinically proven, well-researched products.
Broad health impacts
KSM-66 falls under the category of herbs called adaptogens, Baldwa explained, that are known to amplify the body's ability to self regulate key systems, specifically, the neurological, immune, reproductive, endocrinal and energy production systems.
“The primary function of this herb is to relieve stress, anxiety and depression. This apart, the herb works in enhancing energy, stamina, immunity, memory and sexual function health,” he said.
The extract is the result of more than 10 years of R&D by Ixoreal Biomed. Manufacturing involves a proprietary extraction process without use of alcohol or chemical solvents.
Ixoreal Biomed also owns the entire value chain leading to a “considerably lower than what one might expect for such a premium product”, Baldwa said.
Under the partnership, Lipa will use the ingredient in finished products, a move already done across North America, Europe, South Africa and the Far East by other firms.
“This herbal extract can be incorporated by the manufacturers of dietary supplements in the form of capsules, tablets or syrups. It also blends well with functional foods and beverages and sports nutrition supplements,” he said.
