Amway India, the country’s leading direct selling FMCG company strengthens its Nutrition & Wellness product portfolio with the launch of ‘Nutrilite Traditional Herbs Range’. Backed by the best of nature and the best of science, Amway Nutrilite Traditional Herbs bring together the best of knowledge of Indian traditional wisdom and modern research to offer a comprehensive range of nutraceutical product supplements with physiological benefits. The new range is targeted to yield a revenue of INR 125 crores by 2020.
Announcing the launch of Nutrilite Traditional Herbs Range, Mr. Anshu Budhraja, CEO, Amway India said, “For years, Nutrilite has been the trusted name when it came to nutrition and dietary supplements. Retaining the legacy of the brand Nutrilite and firming up our commitment to the Indian market, we announce the launch of Nutrilite Traditional Herbs range. The range is specifically developed using Indian traditional herbs keeping in mind the nutritional requirement of our Indian consumers.”
In line with Prime Minister Narendra Modi’s ‘Make in India’ vision, the new Nutrilite Traditional Herbs Range reiterates Amway’s commitment to Govt.’s ‘Make in India’ initiative, as it is developed for the Indian consumers. The range will be manufactured at Amway’s state-of-the-art LEED ‘GOLD’ certified manufacturing facility located in the Dindigul district of Tamil Nadu.
He further added, “The Vitamins and Dietary Supplements(VDS)* market size is INR 8400 crore and is poised to grow at 10% in the next 5 years. Out of the total VDS market, the herbal/traditional Vitamins and Dietary Supplements market is estimated at INR 2400 Crore which is 28% of the category. Nutrilite from Amway has maintained the leadership position for past 5 years with 12% market share in 2017. We are confident that the new range will help accelerate Nutrilite’s growth further in India.”
The Nutrilite Traditional Herbs range comprises of 4 products including Nutrilite Tulsi, Nutrilite Brahmi, Nutrilite Ashwagandha & Nutrilite Amalaki, Vibhitaki, and Haritaki. The Nutrilite Traditional Herbs Range from Amway offers combined benefits of Organic Certified Herbs and DNA Fingerprinted herbs which is unique of its kind currently available in the market. Priced at INR 649 inclusive of all taxes, for a bottle of 60 tablets for each variant, the new range is compliant to the new Nutraceuticals Regulations i.e. The Food Safety and Standards (Health Supplements, Nutraceuticals, Food for Special Dietary Use, Food for Special Medical Purpose, Functional Food and Novel Food) Regulations, 2016 (‘Regulations’), issued by Food Safety Standard Authority of India (FSSAI).
Mr. Ajay Khanna, Category Head – Nutrition and Wellness, Amway India, said, “In this fast-paced life, it is extremely important to look after one’s health. The new wellness product range, from Nutrilite, is based on Indian traditional wisdom that addresses the day to day physiological challenges. We see a huge potential for growth as the traditional herbs resonate very well among the Indian consumers and the acceptability for these products is very high in the market. The new range offers assured level of Purity, Safety and Potency of herbs as it passes through a stringent seed to supplement process ensuring world class quality product. We are confident that the benefits of traditional herbs offered by our new range would be greatly appreciated by our consumers. Currently, Nutrilite contributes over 50% to the total turnover, and we expect that the new range will significantly increase the contribution of the brand to the overall turnover of the company. We will be supporting the launch with educational sessions for our distributors, along with the multi-media campaign focused at creating awareness on the category targeted at our discerning consumers.”