As temperatures plunge across the country, the familiar chyawanprash is preparing for its seasonal comeback. The category, infused with Ayurveda and nostalgia, usually sees a sales bump of around 70% in winter, which is a time when consumers seek immunity and warmth in equal measure. But today, where wellness is smoothly packaged in gummies, protein powders and effervescent tablets, the old favourite faces a new challenge: staying relevant.
For companies like Dabur, whose winter-focused portfolio including chyawanprash, Lal Tail, Honitus and honey contributes roughly a third of its December-quarter revenue, according to industry estimates, this is the most crucial season of the year. Yet the challenge today is about convincing a generation habituated to functional beverages and smart supplements that chyawanprash belongs in their wellness routine too.
“Competition has always been part of the landscape, and it’s nothing new for us,” says Amit Garg, marketing head, health supplements, Dabur India. “It is, in fact, beneficial for both Dabur and for the category on the whole. The entry of new players helps grow the size of the pie and brings more non-users into the category.” Garg adds that Dabur’s dual approach — staying rooted in its 141-year Ayurvedic heritage while contemporising formats and communication — has been key to maintaining leadership. “We remain true to our heritage and continuously update our portfolio in line with changing consumer demands. Our science-based Ayurveda is our USP,” he says.
That balance of heritage and modernity is precisely what the category is now wrestling with. “Chyawanprash has been around for centuries, but the way people consume health today is changing fast,” says Partap Chauhan, founder and director of Jiva Ayurveda, another manufacturer of the product. “The traditional spoonful after dinner may have worked for earlier generations, but younger consumers now look for health that fits easily into their daily routine.”
Chauhan believes that “small things can make a big difference, such as lighter taste, less sugar, cleaner labels, and packaging that doesn’t look dated.” He adds that while the product’s association with winter and sickness is hard to shake off, “the opportunity is big. If brands can position chyawanprash as part of an everyday health habit, not just a seasonal product, they can reach an entirely new audience.”
The market, estimated at Rs 1,200-1,300 crore and growing at 8-10% annually, is dominated by Dabur, which holds over 60% share. Other key players include Himalaya, Emami, Bajaj, Patanjali, and Baidyanath, with several regional and digital-first Ayurvedic brands trying to carve a niche. “Three trends are driving the growth of chyawanprash,” says Santosh Sreedhar, partner at Avalon Consulting. “Growing awareness of health and nutrition, a renewed preference for traditional remedies, and the increased marketing emphasis by key players, including sugar-free variants and smaller SKUs to lower trial barriers.”
Still, Sreedhar cautions that “while new formats such as sugar-free or sachets have made the category more consumable, their overall impact is still low.” The format and flavour remain barriers for younger consumers. “Chyawanprash’s traditional proposition has been of general strength and immunity, which makes it weak for consumers looking for specific benefits,” he says. “Start-ups have experimented with gummies and ready-to-drink versions, but the overall impact is limited.”
Signs of change
That may soon change. Brands are reimagining the pasteformulation to appeal to what marketers describe as a more “ingredient-aware” consumer. Garg notes that post-pandemic, consumption patterns have evolved dramatically. “The post-pandemic landscape has cemented a proactive health-conscious mindset,” he says. “This demand is increasingly powered by a more Ayurveda-aware consumer, particularly Millennials and Gen Z, who scrutinise labels for purity, natural sourcing, and specific herbal benefits like Amla and Ashwagandha.” Dabur, for instance, has introduced sugar-free, jaggery-based, and date-based variants such as ‘Khajurprash’ to appeal to those looking for clean-label, functional nutrition.
Experts say that evolution is essential if the category hopes to outgrow its winter identity. “In the beauty space, the language of science and clinical efficacy has powered the new generation of brands,” observes Nisha Sampath, managing partner at Bright Angles Consulting. “It’s equally true that Ayurvedic remedies like chyawanprash need to reinvent themselves to stay relevant. Reinvention at a communication level is not enough; they need to start with reimagining the product itself.” Sampath points to innovations such as traditional kashayams being sold in teabag format. “Chyawanprash can similarly be brought out in an innovative format,” she says.
The call for modernisation goes beyond convenience. Ambika Sharma, founder and chief strategist at Pulp Strategy, says the category “sits at an interesting crossroad.” “It carries the trust of Ayurveda but struggles with relevance in a world of gummies, supplements, and quick fixes,” she said. “Most consumers under 35 still associate chyawanprash with winter, sickness, or nostalgia. The category has been slow to innovate in sensory experience, packaging, and brand storytelling.” She adds that the category is now also competing with global nutraceuticals and D2C wellness brands that are more aspirational and data-backed. “The task now is to shift from medicinal to lifestyle without losing the heritage of trust.”
For some, that reinvention also demands better quality assurance. “The presence of heavy metals in traditional medicines, such as ayurvedic and herbal supplements, is a significant concern,” says Saurabh Arora, founder and managing director at Auriga Research, which conducts advanced testing across pharmaceuticals, food, water, environmental, nutraceuticals, cosmetics, and medical devices. “Consumer awareness and demanding quality are essential. Manufacturers should conduct and publish batch-specific heavy metal testing reports to ensure compliance and protect public health.”
Despite these challenges, chyawanprash continues to command deep-rooted trust with some, something that brands globally are trying to emulate. “Chyawanprash was India’s first superfood, we just didn’t call it that,” says Ramya Ramachandran, founder and CEO of Whoppl. “The idea of boosting immunity, improving gut health, and balancing energy isn’t new; we’ve just rebranded it globally as functional wellness.” She believes the opportunity lies in bridging nostalgia and modernity. “We have to take it out of the ‘grandmother’s kitchen’ narrative and move it into modern formats like gummies, shots, or spreads, and pair that with sharp storytelling,” she adds. “It’s time Indian brands own that narrative, to make heritage a form of innovation.”
That heritage is also fiercely contested. Just last week, the Delhi High Court questioned Patanjali Ayurved over an advertisement calling rival products “dhokha” (fraud or deception) in its campaign titled “51 herbs. 1 truth. Patanjali Chyawanprash!” Justice Tejas Karia reminded the brand, “You can claim that you are the best, but you cannot call others ‘dhokha’.” The court has reserved its order on Dabur’s plea seeking an injunction against the allegedly disparaging ad, a reminder that even within the wellness space, competition can turn caustic.
