Figuring out how Chyawanprash becoming the trending flavor of the season: Case Study

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Indian flavors like Paan, Gulkand, Jal, jeera, Lassi, Haldi, Aam Panna, Kesar Pista, etc. have already entered the mainstream flavor portfolio of the Indian products. Until now the pattern was the black jam-like sticky paste sold in small containers by ayurvedic companies like Dabur, Zandu, Hamdard, Baidyanath, and most recent Patanjali. A few weeks before chyawanprash has launched chyawanprash flavored ice cream by dairy brand Dairy Day.

Moreover, chyawanprash is an ayurvedic product made out of 50 plus medical herbs. The main ingredient is Indian Amla (gooseberry) which is enriched with vitamin C. Over decades of influence in the Indian ayurvedic market now the product goes for little diversification. Dabur’s, the leading market leader has ceased from pulling out the paste pattern and diversified into the flavor variants like sugar-free mixed fruit, chocolate, and Mango. In 2011 Cookie brand Unibic has developed chyawanprash cookie and Companies like Dr.Vaidya and Himalaya offer chyawanprash capsules. From the last few months, there is a 400 % increase in the demand for chyawanprash due to the COVID -19 crises.

Expert’s opinion:

Rajesh Srivastava, former CEO of JK Helene Curtis said that the first thing connected with chyawanprash is boosting immunity across all age groups. So it can enter the categories of products where the habit is already set. Majority of the Indian households are addicted to energy drinks like Horlicks, Boost, and Bournvita. But these products don’t offer the primary immunity factor. The question that is frequently asked by the consumers is how we can build immunity. Consuming Chyawanprash with milk could create an incredible proposition of protein and calcium plus immunity.  Moving to ice-cream’s they are known to cause health issues so it won’t be a good try to make chyawanprash flavored ice-cream’s.  Coming to a toffee-like pattern, the time customers feel chyawanparsh tasty then half of its value is gone.

N Chandramouli, CEO, TRA Research says that the food labs of the F&B industry are always busy with experiments and he is sure that this is one of them. Due to the spreading of coronavirus people are now more health-conscious and many people are finding ways to improve immunity at this pandemic situation so, adding the name chyawanprash will be a good idea. Even ice-cream against the cold climate with some amount of sugar might start to seem to be healthy.

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