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BEVERAGE

Baidyanath launches range of natural juices, including amla, aloe vera
Tuesday, 23 January, 2018, 08 : 00 AM [IST]
Our Bureau, New Delhi
Baidyanath Ayurved, the 100-year-old producer of Ayurvedic products, has introduced a range of four natural juices - amla, aloe vera, karela and jamun and giloy - in a bid to keep up with the increasing shift towards natural, organic and Ayurvedic products and cater to young consumers’ growing preference for fast-moving consumer goods (FMCG) that offer health benefits.

These juices are both preventive and curative for health, and will be available across retail outlets. Baidyanath, which has played a pioneering role in reestablishing ancient knowledge with modern research and manufacturing techniques, produces the largest range of Ayurvedic products with over 700 formulations. They are sold at over 1,00,000 retail outlets and cater to over 50,000 practitioners.    

“The products are backed by decades of experience, modern infrastructural facilities, state-of-the-art technology and quality human resources. Seeing the shift in consumer preferences and the shift among the youth towards natural, organic and Ayurvedic products, we’ve decided to foray into the FMCG market with health benefit products,” said Anurag Sharma, executive director, Baidyanath Ayurved.

“The company offers a range of products in different formats, including capsules, oils and syrups. These are derived primarily from aloe vera, amla, ashwagandha, brahmi and garcinia. They cater to a host of problems, ranging from cough and cold to diabetes, digestive system ailments and skin and hair issues,” he added.

“We have forayed into the FMCG market with natural juices with small ready-to-drink Tetrapaks for youngsters to consume on the go and one-litre packs for families. The packaging has to be aspirational, as the youth prefers convenience-based products that boast of a health proposition. Apart from natural juices, we plan to foray into oral healthcare, personal hygiene and skincare products soon,” said Sharma.

“Ayurveda is a very old system and has been utilised by our ancestors to tackle every problem of life. Now, in the 21st century, it is still being used, but with changes and alterations. Apart from Ayurveda companies, even FMCG companies are launching Ayurveda products. This has not only increased the growth in the market, but has also helped consumers to get connected to their roots, but in a new way,” he added.

“The total natural care segment in India, which includes Ayurveda and herbal, is estimated to be worth between Rs 40,000 and 45,000 crore. Medical or healthcare products account for nearly 25 per cent of the total market (which is worth close to Rs 10,000 crore),” said Sharma.

“Ayurveda is an industry which is growing at a faster rate,” stated Techsci research on the Indian Ayurvedic product market, which is forecast to grow to $1.1 billion by the year 2021.

“The online availability of products and services will add more to this growth, as consumers will have easy access to them. We also have started selling our products via online sales channel through various e-commerce portals, including Amazon,” said Sharma.

“Baidyanath already has Mantra Herbal, a one-stop online Ayurvedic store where one can buy the best organic and natural Ayurvedic beauty cosmetic products for skin, hair and body care, massage oils and face cleansers in India. With its foray into FMCG products, we expect a growth of 20-25 per cent in the sales of our premium healthcare products, including juices, capsules and oils,” he added.

“Äpart from India, Baidyanath products also have a huge presence in the overseas markets. They are available in over 70 countries across the globe. The brand is well accepted and highly popular in the Middle-East, the South Asian Association for Regional Cooperation (SAARC) countries, Africa, the United States, Europe and Russia. We also plan to export our natural juices in the near future,” said Sharma.

The health benefits of the natural juices launched by Baidyanath are as follows:

Amla juice
Amla, a gift to mankind, is called Dhatriphal, meaning a motherly boon. It is excellent source of Vitamin C, helps to boost immunity and prevents infections. It balances all the processes in the body and brings into equilibrium all three doshas (vata, pitta and kapha). Rich in antioxidants, it protects against the harmful effects of free radicals and helps in slowing down the ageing process. It is also a remedy for seasonal cough and cold, improves immunity, keeps away seasonal diseases and helps in hair growth.

Aloe vera juice
Aloe vera juice is revered for its health benefits in all ancient civilisations and modern science. Ayurveda recommends its usage in skin problems, hair fall and dandruff, liver disorders, digestive problems, diabetes, joint pain, obesity and constipation. It boosts immunity and is a source of nutrition for the body as it is rich in vitamins, enzymes and micro-nutrients.

Karela and jamun juice

Karela juice is a powerhouse of essential nutrients such as iron, manganese, phosphorous, zinc, Vitamins C, B3, B2 and B1, bioactives like lycopene, GABA, zeaxanthin and charantin. It helps to regulate glucose metabolism and facilitate the management of blood sugar levels in the body, increases glucose uptake and glycogen synthesis in the liver, muscles and adipose tissue, leading to reduction of fat and better metabolism. The natural anthelmintic properties of karela juice protects the gut from infestations of parasites and worms. It is vital for maintaining digestive health.

Jamun is rich in both the macro- and micro-nutrients required by the body. It helps to prevent weakness and protein loss and quenches excessive thirst in diabetics. It is an ideal health drink for diabetics and fitness enthusiasts around the year.

Giloy juice
Giloy/amrita, the stem of immortality, is recommended in Ayurveda as an immunity booster and a remedy for chronic and recurrent infections and fever. It boosts the immune system and the body’s resistance to infections by increased bacterial clearance and phagocytic activity by neutrophils. It protects one from frequent cold, flu and liver disorders and helps in convalescing from severe illnesses.
 
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