"Consumers want proof of efficacy"

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: these variants is part of our effort to expand the Chyawanprash category as also the consumer base. The market penetration of Chyawanprash as a category is only 5 % and there is a huge scope for growth here.

The growing consumer shift towards natural and Ayurvedic products coupled with Dabur’s efforts to increase the relevance of Chyawanprash in today’s world through the introduction of newer variants and a high-decibel campaign, is helping expand the Chyawanprash market. With health consciousness growing, there has been increasing demand for sugar-free products, so it was natural to launch a sugar free variant.

How big is the overall market for Chyawanprash in India? What is the rate of growth? With so many new players coming in, how has the market evolved over the past few years?

The market in India is estimated at Rs 300 crore and is growing at 3-4% (by volume). Chyawanprash is still a low penetration category and there’s a lot of scope for newer players to enter and expand the market. I am confident that the entry of new players and introduction of newer variants, along with our high-decibel campaigns will help improve the penetration of this category in the future.

Now come to the market for healthcare products in general. Ayurveda is the new buzzword and Dabur has a considerable presence and equity in this segment. How do you plan to beef up your consumer healthcare business?

With almost 125 years of experience in Ayurveda, Dabur is India’s most trusted name and the world’s largest Ayurvedic and natural healthcare company. While today’s generation is aware of the benefits of Ayurveda, they find it difficult to connect with the same and are seeking modern-day validation of these benefit stories. So, the therapeutic properties of Ayurveda are now being scientifically tested because today’s consumer wants proof of efficacy.

Thus science is helping reaffirm consumer belief in Ayurvedic products and also helping improve the sensorial delivery of many of these products.

As a first step, the benefits of Ayurveda were scientifically tested and proven and the same are now appearing on our packs. Laboratory and clinical trials conducted on our Ayurvedic products also prove the benefits and claims.