To further strengthen its presence in the immunity-boosting and ayurvedic segment, Mumbai-based Marico, one of India's leading FMCG companies, has extended its healthy foods portfolio with the launch of Saffola Chyawanprash under the Immuniveda banner, its contemporary Ayurvedic range. Adding to the success of brand Saffola in immunity-boosting space, this new offering by Marico provides the power of Ayurveda to its consumers with the use of modern technology, under the renowned expertise that the Saffola aegis is trusted for.
Over the years, consumers in India have been proactively seeking immunity-boosting solutions that are not only effective but can also be seamlessly integrated into their daily routine, a trend that has only increased in the wake of the pandemic. Recognizing the benefits provided by Chyawanprash described in the ancient Ayurvedic texts, Marico has launched its new product that will take care of the health and wellbeing of the whole family. Saffola Chyawanprash incorporates over 50 ingredients such as Amla, Giloy, Ashwagandha, Honey, Shatavari, Bala, Pippali, Vidarikand, etc. According to the company, this carefully considered combination helps boost immunity, energy and stamina but also helps in improving respiratory health so that one is less susceptible to seasonal cough, cold and sore throat. It is available in a premium design and is positioned towards the modern consumer, who is looking for immunity-boosting products for everyday use that fit into their busy schedules.
Speaking about the new launch, Sanjay Mishra, chief operating officer - India Sales and chief executive officer - News Business, Marico, said, "As we have been intensifying our healthy food's portfolio, we have been witnessing exponential growth owing to the superior quality of Saffola as well as the trust our consumers place in us. Taking this a step further, we have launched the all-new Saffola Chyawanprash under our Immuniveda banner, a product that combines the benefits of Ayurveda and the expertise of our consumers who are seeking immunity-boosting products that fit into their hectic lifestyles to ensure the wellbeing of themselves and their families. Given the success we have seen in our recent product launches under brand Saffola, we are confident of earning the consumers love for Saffola Chyawanprash as well."
Marico has successfully innovated and intensified its hold in the healthy foods and immunity-boosting category over the past year, having grown by more than 100% in value terms in Q1FY22.
It launched Saffola Honey, a product backed by advanced NMR (Nuclear Magnetic Resonance) test certification. It quickly garnered a double-digit market share in key modern trade chains and consolidated its market share above 25% eCommerce. The company also entered the Ayurvedic segment with the Saffola Immuniveda range of Kadha Mix and Golden Turmeric Milk Mix.
Further, Marico has forayed into the plant-based protein segment with Saffola Meal Maker Soya Chunks' recent successful launch and strengthened its ready-to-eat portfolio with Saffola Oodles. In the future, the company aims to continue to bring quality offerings in the healthy foods category to its consumers across geographies.
The all-new Saffola Chyawanprash comes in three SKUs – 500gm for Rs 199, 1kg for Rs 350, and a 1.25kg value pack exclusively for modern trade stores, all while promising consistent quality is associated with the Saffola brand. The product is available across eCommerce, modern trade and general platforms all over India, and the Saffola Store direct-to-consumer portal.