Amway launches herbal nutraceuticals

Taking cognizance of the success of Patanjali and the increasing demand for herbal products in the FMCG space, Amway India too has jumped into the bandwagon. The direct selling FMCG company has launched traditional herbs range under its nutraceutical product brand Nutrilite.  The company targets sales of Rs 125 crore from the new range of products by 2020.

The Nutrilite Traditional Herbs range comprises of four products – Nutrilite Tulsi, Nutrilite Brahmi, Nutrilite Ashwagandha and Nutrilite Amalaki, Vibhitaki, and Haritaki. A bottle of 60 tablets costs Rs 649, inclusive of all taxes. The products will be manufactured at Amway’s manufacturing facility located in the Dindigul district of Tamil Nadu.

“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,” Anshu Budhraja, CEO, Amway India said.

The Vitamins and Dietary Supplements (VDS) market is valued Rs 8,400 crore and is poised to grow at 10 per cent for the next five years. Out of the total VDS market, the herbal/traditional vitamins and dietary supplements are estimated to be valued Rs 2,400 crore, which is 28 per cent of the category. Nutrilite has 12 per cent share in the VDS market.

“Currently, Nutrilite contributes over 50 per cent 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,’ said Ajay Khanna, Category Head - Nutrition and Wellness, Amway India.