Mumbai-based Marico has strengthened its position in the healthy foods and immunity-boosting segment, with the launch of the Saffola ImmuniVeda range. The new range consists of Saffola Kadha Mix and Saffola Golden Turmeric Milk Mix, both made with the goodness of traditional recipes and added ingredients that make the immunity-boosting range even more beneficial, Marico said.
The Covid-19 pandemic has led to increased awareness and interest in immunity-boosting products, especially those with the benefits of natural ingredients. Recognizing the need for superior quality immunity-boosting products, Marico has forayed into the Ayurvedic segment under Saffola, a brand synonymous with healthy living having a wide portfolio of edible oils, oats, honey, and the Saffola Fittify Gourmet range. This is one of the several new launches in the pipeline for the company in the coming months in either existing or new categories.
Speaking on the launch, Sanjay Mishra, chief operating officer – India Sales and chief executive officer – New Business, Marico, said, “There has been a marked change in consumption habits with consumers looking for preventive solutions in healthy and immunity-boosting space. The new range of Saffola ImmuniVeda ayurvedic products – the Kadha Mix and the Golden Turmeric Milk Mix – are contemporary format innovations which make these traditional recipes more enjoyable to all family members while boosting immunity from within. Additionally, these include a unique blend of ingredients for added potency and are available in convenient, easy to use packs.”
According to the press statement, Saffola ImmuniVeda Kadha Mix offers the goodness of the time-tested immunity-boosting “kadha” made from Ayush Kwath ingredients (Tulsi, Dalchini, Kalimiri, Sunthi) as well as 11 immunity-boosting ayurvedic herbs. This herbal mix has the power of Ashwagandha, Giloy, Haridra, Amla, Manuka, which boost immunity; the power of Vasa, Kalimiri, Yestimadhu, Kankol, which supports respiratory immunity; and the power of Sunthi, Tulsi, Yestimadhu, Kantakari, which relieves cough, cold and sore throat. The Saffola ImmuniVeda Kadha mix is available in 80 g packs comprising 20 sachets for Rs 199.
Saffola ImmuniVeda Golden Turmeric Milk Mix, a healthy yet tasty contemporary ayurvedic drink based on the traditional immunity-boosting “Haldi-Doodh” recipe. It is enriched with black pepper, cardamom, and cinnamon with real almond bites that can be consumed either hot or cold. Each scoop of the Golden Turmeric Milk Mix has the goodness of 2 spoons of turmeric and no artificial flavor. The mix is available in 400g SKUs for Rs 399.
The new range is being made available across modern trade outlets, Saffola Stores, and eCommerce platforms.
Marico has been innovating and intensifying its hold in the health and hygiene category, having entered the hand hygiene segment with the launch of Mediker Hand Sanitizer in India and other geographies. The company further launched the first-of-its-kind fruit and vegetable cleanser, Veggie Clean, and the KeepSafe personal care range and Protect range of surface disinfectant sprays. The company has recently introduced Saffola Honey, a quality product backed by advanced NMR (Nuclear Magnetic Resonance) test certification that guarantees 100% pure honey with no added sugar. In the future, Marico will continue to launch quality offerings in the health, hygiene as well as food segment in India and abroad.
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Naresh Khanna – 10 February 2025
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