Mumbai-based Marico, one of India’s leading FMCG companies, has announced its entry into the Chyawanprash category with the launch of Saffola Arogyam Chyawan Amrut Awaleha. In line with its aim to strengthen its presence in the health and immunity-boosting segment, the company has introduced an enhanced variant of the traditional Chyawanprash. Saffola Arogyam Chyawan Amrut Awalehais, an Ayurvedic Rasayana combining the goodness of traditional Chyawanprash with a proprietary combination of added ingredients Ayush Kwath herbs, Ashwagandha, Turmeric, Giloy, and 50% more Amla.
The Covid-19 pandemic has led to increased awareness and the need for superior quality immunity-boosting products. Consumers are proactively seeking solutions that can easily integrate into their daily routine. While Chyawanprash is widely recognized in India as a source of nutrition for better immunity, there is a growing demand for added benefits to address the pandemic’s extraordinary situation.
Marico has introduced Saffola Arogyam Chyawan Amrut Awaleha that boosts immunity and supports the respiratory health needs of today while providing relief from cough, cold and sore throat.
Speaking on the launch, Sanjay Mishra, chief operating officer – India Sales and chief executive officer – New Business, Marico, said, “Amidst the global pandemic, individuals have reset their routine to incorporate a healthier lifestyle that helps boost their immunity. They are increasingly looking for innovative and value-added solutions from trusted brands to support their health needs.”
“Leveraging the expertise of our marquee brand, Saffola which is synonymous with healthy living, we decided to launch Saffola Arogyam Chyawan Amrut Awaleha to support the health and immunity requirements of today. This new offering is made by combining the goodness of traditional Chyawanprash coupled with the added benefits of Ayush Kwath herbs, amla, turmeric, giloy and ashwagandha strengthening it further to provide year-round protection for the whole family.”
Saffola Arogyam Chyawan Amrut Awaleha comes in three SKUs – 500gm for Rs 190, 1kg for Rs 350, and 1.25kg for Rs 450. It is being launched in phases in general trade outlets. It will soon be available in modern trade and on the direct-to-consumer channel and other leading eCommerce platforms.
Marico has been innovating and intensifying its hold in the health and immunity-boosting category. Its recent launch of Saffola Honey, a superior quality product backed by advanced NMR (Nuclear Magnetic Resonance) test certification that guarantees 100% pure honey with no added sugar. It also entered the Ayurvedic segment with the Saffola Immuniveda range of Kadha Mix and Golden Turmeric Milk Mix. Going forward, Marico will continue to launch quality offerings in the health, hygiene as well as food segment in India and other geographies.
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Naresh Khanna – 10 February 2025
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