Amway bets big on ayurveda with Chyawanprash by Nutrilite

Marks its entry into Rs 1000 crore Chyawanprash market and aims to capture 20% market share of the premium Chyawanprash segment in the first year of the launch

Amway India, one of the country’s leading FMCG direct selling companies has announced the launch of Chyawanprash by Nutrilite, under its flagship brand Nutrilite.

Chyawanprash by Nutrilite is a concentrated blend of nutrient-rich 32 herbs authenticated by DNA fingerprinting made with 16 certified organic ingredients, and with no preservatives.

Inspired by classical Indian recipe, the Nutrilite Chyawanprash formulation primarily aims to support immunity, rejuvenation of the body, boosts strength and stamina, besides helping fight the day-to-day infections.

This launch marks Amway’s foray into the Chyawanprash segment, with the strategy to capture a sizable pie from the growing Ayurveda market in the county.

Announcing the launch, Anshu Budhraja, CEO, Amway India, said, “At Amway, we strongly believe that good health is a state of holistic wellbeing. Amway’s formidable presence in the vitamin and dietary supplements market with sharp focus in the traditional herbal category made it natural for us to extend into the Chyawanprash segment. Leveraging the expertise of our Nutrilite range, Chyawanprash by Nutrilite is the age-old Ayurvedic herbal blend offering benefits of 16 organic certified ingredients and DNA fingerprinted herbs. It is a true amalgamation of ancient wisdom and modern science. On the back of successful growth trajectory and category potential, we aim to capture 20% market share of the premium segment in the first year. We will continue to innovate and further strengthen the category with a special focus on immunity supporting products.