Named SteadShilajit Gold, the product was released in March to meet the needs of people looking to enhance vitality, combat fatigue, improve cognitive health, and to support athletes and fitness enthusiasts in elevating their stamina, endurance, and energy levels.
It is formulated with shilajit, a mineral sourced from the Himalayas, Swarna Vark (24K gold), and Ayurvedic herbs including ashwagandha, kali musli (curculigo orchioides), and gokhru.
The supplement is claimed to contain one of the highest concentrations (75%) of fulvic acid, naturally found in shilajit, in the market.
“The appeal of SteadShilajit Gold lies in its unique blend of natural ingredients with beneficial properties that are backed by both science and Ayurveda. These make it highly sought after by consumers looking to enhance their overall health and wellness through natural alternatives rather than synthetic supplements.
“For instance, fulvic acid is a strong antioxidant and anti-inflammatory compound that has been scientifically proven to be a ‘revitaliser’, which strengthens physical performance and relieves fatigue. It has also been known and used for centuries in Ayurvedic medicine as a rejuvenator and anti-ageing compound.
“Ayurvedic formulations would play a key role in promoting health and wellness in the coming decade. With this launch, we want to tap into India’s rich tradition of alternative medicines, and incorporate these research-backed herbs in our products as an effective solution for various health problems,” Aman Puri, founder of Steadfast Nutrition, told NutraIngredients-Asia.
He added that there is an “increasing liking” for Ayurvedic supplements due to a “back to the roots” movement among consumers across different demographics in India.
“They believe that Ayurvedic formulations combine the requirements of today with precious knowledge of the past. Ayurveda is preferred because it is time-tested and the oldest science of healing. With a growing preference for holistic health, many Indian consumers are increasingly turning to these formulations to enhance brain function, energy, and overall well-being.
“The focus on preventative healthcare has also increased the demand [for Ayurvedic formulations]. People perceive Ayurvedic products as safe and less detrimental to health, compared to chemical-based products.”
Working in synergy
According to Steadfast Nutrition, the shilajit in SteadShilajit Gold has been purified and detoxified using the Śodhana process, an Ayurvedic term referring to the conversion of toxic medicinal plants into safe and safe and therapeutically effective ones.
The purified shilajit then undergoes rigorous testing by an external, independent laboratory to ensure its quality.
“Edible gold has been revered in Ayurvedic traditions for its ability to reduce inflammation, rejuvenate the body and skin, boost immunity, and support mental health.
“Shilajit and gold work in synergy with ashwagandha, kali musli and gokhru to deliver overall health benefits — for example, the combination of shilajit and ashwagandha is highly effective as both can help alleviate fatigue and improve stamina, muscle strength, and cognitive function.
“In addition, kali musli and gokhru are adaptogens known for their stress-relieving properties, while gokhru and shilajit help manage hormonal balance and regulate metabolism. These complementary functions contribute to increasing overall vitality and amplifying sports performance.”
Targeting purchasing behaviour
SteadShilajit Gold is available at over 500 retail stores across India, as well as Steadfast Nutrition’s website and e-commerce platforms like Amazon, Flipkart, and Myntra.
The brand will be embarking on a multi-pronged marketing strategy that targets both offline and online audiences.
These include influencer and SEO marketing, social media ad campaigns and content creation, special offers and limited-time discounts on online platforms, and consumer engagement at wellness events.
“We’ve also planned sale schemes offering exclusive discounts and promotional materials such as posters, which will raise product presence over the counter.
“When it comes to health supplements, consumers prefer offline retail channels over e-commerce platforms. This is because they can see the product, check labels physically, and get advice from store staff, which offers reassurance. Moreover, offline shopping ensures the immediate availability of the product.
“Having said that, e-commerce platforms are getting popular nowadays because of subscriptions, member and festive season sales, etc. that give customers more discounts or benefits on certain days,” Puri explained.
Furthermore, e-commerce is gaining traction, especially among the younger generation, due to the convenience of being able to shop anytime from anywhere, and to compare prices, reviews and ingredients of products easily.
“Many consumers buy offline for the first time, and once they have zeroed in on a product, they purchase it online subsequently.”
