Nutrition Asia Video Series

WATCH: Ayurveda ‘revival’ in India as consumer immunity concerns spike

By Tingmin Koe contact

- Last updated on GMT

Related tags: India, COVID-19, Npd

There is a revival in consumers’ trust of ayurvedic herbs, as well as a spike in the sales of apple cider vinegar in India, as interest in products with purported immunity benefits gather pace amid the COVID-19 pandemic.

According to a recent report by market research company Mintel, India has the highest number of new immune-supporting products launched​ within the APAC region in the past few months.

In this episode of Nutrition Asia, we spoke to two nutraceutical companies from India to find out the changes in consumption patterns amid the COVID-19 pandemic and their new product innovations.

In response to the pandemic, Zenith Nutrition launched Ayush Kwath – a powder supplement made from four ayurvedic herbs – including Tulsi (ocimum sanctum), Tvak (cinnamomum zeylanicum), Shunti (zingiber officinale), and Maricha (piper nigrum).

In fact, the product has been recommended by the Ministry of AYUSH, co-founder Arvind Jain told us.

“The trust in Ayurveda has grown multi-fold. Though its an Indian traditional system of medicine, people do not much awareness about Ayurveda.

“They used to think that Ayurveda is just one of the traditional medicine systems where people use herbs which are not very well-standardised,”​ he said.

However, with the intervention from AYUSH, he said that the ayurvedic products were much more standardised not only in terms of manufacturing, but also distribution and the selling of the products.

On the other hand, Fit & Glow, the company behind WOW Life Science and WOW Skin Science, had recently launched an algae-based omega-3 capsule product and also intends to expand its vitamin product range.   

“In the period of COVID-19, all the immunity products were really flying (off the shelves). Products like apple cider vinegar drink, turmeric capsule, and omega-3 have done really good jobs,”​ Madhur Acharya, senior business development manager said.  

Watch the video to find out more.  

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