To capture a sizable part of the growing Ayurveda market in India, Direct selling firm Amway ventures into the Chyawanprash category.
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.
Amway’s Nutrilite Chyawanprash has been launched at an introductory price of Rs. 499 per 500 gm. It will be sold exclusively by Amway direct sellers across India.
Amway India CEO Anshu Budhraja said, “On the back of successful growth trajectory and category potential, we aim to capture 20 per cent 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.”
Budhraja said with evolving consumer trends, the nutrition category has registered immense growth with Nutrilite contributing over 61 per cent to the company’s business revenue. The category is poised for tremendous growth with an increase in contribution to over 65 per cent by 2024, which includes a significant contribution from the Nutrilite Traditional Herbal segment.