Oct 22, 2020
Marico enters the chyawanprash category, a next step from its edible oil brand Saffola, a strategy to cash on the increased awareness and interest in such products, especially ones with natural ingredients.
COVID-19 pandemic has led to an increased awareness and need for immunity boosting products and because of this people turned their interest to a healthier lifestyle that helps boosts their immunity.
According to Sanjay Mishra, chief operating officer, India Sales at Marico Limited that launched Saffola Arogyam Chyawan Amrut Awaleha. They are increasingly looking for innovative and value-added solutions from trusted brands to support their health needs, along with this they have launched immunity boosting product – kadha and milk mix. In addition, it entered the honey segment, a category where it competes with larger ayurvedic rivals Dabur and Patanjali.
The new range is being rolled out in phases across general trade outlets before taking it to modern trade, Saffola stores and e-commerce platforms.