FMCG Companies in India are Giving Ayurveda a Contemporary Makeover

To attract the young generation of the country, the FMCG companies of India are giving Ayurveda a contemporary makeover.

India: Ayurveda in India is experiencing a makeover as Baba Ramdev made Indians to rediscover their love for 4,500-year-old system of medicine. The companies such as Hamdard and Dabur are going forward by innovating and customizing herbal products for young consumers. From kadha (Ayurvedic cold and cough remedy) in sachet and teastick formats and Dabur Red gel toothpastes to ready-to-drink Rooh Afza and mix fruit infused cough syrups, the natural-medicine market of India looks set for contemporary makeover. 

Dabur is launching new flavors of its oldest bestsellers -Chyawanprash in chocolate and mango flavors. Honey is undergoing a makeover too, so as the other product categories. Dabur will be selling kadha in sachet and teastick forms under its Honitus brand. The company is also launching its cough syrup, Honitus in a mixed fruit variant. Amla (Indian gooseberry), which is an integral element of traditional medicine, will also be available in the packaged juice format under the Réal brand.

Hamdard, a 110-year-old organisation dealing in Unani products, has also made few changes in its frontend. The company has launched a range of wellness centres targeting the affluent consumers in India. Rooh Afza, which was available only in the family-sized glass bottles, is now being sold in the small ready to-drink Tetrapaks for youngsters to consume on the go. The company is also aiming to extend its Safi brand into cosmetics.

TechSci Research depicts that Ayurveda is a growing trend in India and the Ayurvedic products market in India has been growing at a robust pace due to increasing urbanization, improving consumer lifestyle, rising awareness about harmful effects of synthetic cosmetic products and allopathic medicines, etc. However, the increasing number of product innovations by Ayurvedic product manufacturers is attracting many FMCG players to enter into Ayurvedic ecosystem or modifying the existing product portfolio. With these enhancements across the Ayurveda industry, the India ayurvedic products market is expected to grow during the coming years.

According to a recent report published by TechSci Research, “India Ayurvedic Products Market By Product Segment, By Organized vs. Unorganized, Competition Forecast & Opportunities, 2011 – 2021”, the country’s Ayurvedic products market is projected to register a CAGR of 16% during 2016 - 2021. Growth in the market is anticipated on account of rising consumer awareness about natural treatment options, increasing online availability of Ayurvedic products and growing number of companies introducing Ayurvedic nutraceuticals and dietary supplements. India Ayurvedic products market is dominated by Ayurvedic personal care products segment, which had a revenue share of more than 60% in 2015. Demand for Ayurvedic products is predominantly concentrated in the country’s south and north regions, wherein north region is emerging as the fastest growing regional market for Ayurvedic products. In 2015, both of these regions cumulatively accounted for nearly two-third of the revenue share in India Ayurvedic products market.