It contains 20g of plant protein derived from pea, brown rice and mung bean, as well as Ayurvedic herbs such as Ashwagandha, Maca Root, Amla, Tulsi, vitamins A, B, C, D, biotin, iron and zinc.
The energy and immune benefits are said to come from the Ayurvedic herbs. Immune properties are gaining popularity in India, especially over the past five months. In a recent report by Mintel, India claims to lead the APAC market with the highest number of products bearing the immune-boosting claims.
According to Aarti Gill, co-founder of OZiva, the firm wanted to go beyond a protein power by creating a functional product.
“We have always believed in providing holistic solutions to our consumers. This offering not only fulfills the nutritional needs of consumers but also offers them health benefits like better immunity and energy to enhance their overall lives and wellness.”
With the Superfood Plant Protein, the firm is also hoping to tap on the growing demand for plant-based and clean nutrition products in India.
According to a Rakuten Insight survey in 2019, 56% of Indian consumers add plant-based products to their diet in order to follow a vegetarian or vegan diet. About 40% of India’s population is vegetarian.
In addition, the awareness of clean nutrition is growing, which has fueled the adoption of a holistic and clean lifestyle in India.
Gill told NutraIngredients-Asia: “People from tier II and tier III cities are opening up to well-informed choices when it comes to adopting a healthy lifestyle. A large percentage of the population from these cities and urban centres are choosing better and healthier alternatives by exposure to global trends and wellness standards via the Internet.”
OZiva claims its products do not contain soy, lactose, gluten, sugar, trans-fat, GMOs, preservatives and artificial sweeteners.
Growing demand, growing sales
The company’s other plant-based supplements including its Organic Plant Protein (pea, brown rice, quinoa) for everyday health, and its Superfood Greens & Herbs (blend of Moringa, Chlorella, Spinach, Ayurvedic herbs) for detox, digestion, immunity, brain and heart health.
Over the last three months, the firm has seen a 50% increase in sales month-on-month, and is gearing up for more product launches in the upcoming months.
Available in two flavours, Coco Vanilla and Melon, Superfood Plant Protein will retail for INR$699/250g (US$9.50) and INR$1299/50g (US$18).
At the moment, OZiva’s products are only available in India.