Amway India Strengthens Nutrition Portfolio Launches Nutrilite Traditional Herbs Range
Indigenously
developed for Indian market
Nutrilite
launches Tulsi; Brahmi; Ashwagandha; Amalaki, Vibhitaki, and Haritaki
New
range targets a revenue of INR 125 crores by 2020
Range
offers assured levels of Purity, Safety, and Potency of herbs backed by Nutrilite’s
strong legacy of scientific research
Adopts
‘seed to supplement’ process to ensure quality
by Shrutee K/DNS
New Delhi, 28 February 2018: 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.
New Delhi, 28 February 2018: 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.”
Purity
Certified
Organic Herbs:
The herbs are sourced from farms that are OneCert Asia Agri Certification Pvt.
Ltd. certified. Nutrilite ensures growing, harvesting and processing plants on
certified partner organic farms from various parts of the country including MP,
Karnataka, UP and Gujarat. Every ingredient used in Nutrilite products must
meet our certification quality standards for safety, purity, and potency
ensured through strict quality control, and sustainable practices.
DNA Fingerprinted Herbs: also known as DNA profiling, DNA
typing, or genetic fingerprinting is a novel approach that involves
identification of a species by reading the genetic make-up at molecular level
by generating barcode-like patterns. It also helps in
identifying better quality with active form and free from any kind of
contamination/adulteration.
Safety
Nutrilite
products are extensively researched, tested, and formulated to help people on
their way to optimal health. Good
Manufacturing Practices (GMPs) are followed at the manufacturing plant in
Tamil Nadu for all the Nutrilite dietary nutraceuticals to ensure the safety,
proper identification, and highest quality of the products. The research and
development processes are strictly quality controlled. This plant is also LEED
Gold Certified.
Our products
are formulated and manufactured within the ambit of the Nutraceutical Regulations laid out by FSSAI. This ensures that our
products are not just truly premium, but are also safe.
Non-GMO Range: The herbal supplements are prepared from certified non-GMO
sources to prevent any unknown health hazards and it ensures safety. The
certified organic herbs are sourced from certified organic farms conforming to
the standards set by the National Programme on Organic Production (NPOP), a
Govt. of India’s initiative towards development of organic agriculture,
established in the year 2000.
Active
Ingredient/ Constituents: The quality and efficacy of
Nutrilite’s new range lies in its high concentration of beneficial active
ingredient/s which are extracted right from the herbs. This makes the quality
of Traditional Herbs range truly premium. For instance, one tablet of Tulsi has
benefits equivalent to over 100 dried organic leaves of Tulsi.
About
Amway India: Amway India is a wholly owned
subsidiary of Amway with headquarters located in Ada, Michigan, USA.
Amway is one of the largest Direct Selling companies in the world with presence
in over 100 countries & territories. Globally, Amway is over 59 years
old, US $ 8.6 billion, manufacturer and direct seller of quality consumer
goods. Amway’s innovation and industry-leading R&D has seen more than
1200 patents granted and another 500 patents pending. Amway has nearly
1000 scientists across 75 research and development and quality assurance laboratories
worldwide.
Amway India sells more than 140
daily use products across categories like Nutrition, Beauty, Personal Care,
Home Care and Consumer durables through Amway Direct Sellers who make personal
recommendations regarding the use of distinctive quality products. Amway
products are widely recognized and appreciated for their quality and value.
These products are backed by a money back guarantee for 100% satisfaction of
use. With the aim of increasing
consumer outreach Amway has set up 50 Xpress Pick & Pay stores across the
country.
Amway products are popular not
just in India but across the world. Nutrilite is the world's No. 1 selling
vitamins and dietary supplements brand. Nutrilite has established
itself as a leading brand in the vitamins and dietary supplements category in
India as well. Amway has signed Farhan Akhtar as the brand ambassador for the
Nutrilite range in India to further promote the brand. Artistry is India’s No.
1 premium skin care brand. Amway India also offers ‘Attitude’, an entry level premium skincare and
cosmetics brand targeted at India youth. The product range has been developed
keeping the needs of Indian consumers into consideration.
Amway India is aggressively
entering newer categories. Most notably, the company launched a Weight
management program called ‘W.O.W.’ (Will over Weight) which has been really
appreciated by the consumers in India. Amway forayed into the consumer durables
segment with the launch of a premium cookware range Amway Queen and the Energy
Drink and Sports Nutrition segment (Whey Protein) with XS. Recently, Amway
announced the launch of Nutrilite Traditional Herbs developed specifically for
the Indian consumers.
Amway’s manufacturing facility in
India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is
Amway’s third manufacturing plant located outside of USA. The other plants are
located in China and Vietnam. Amway India’s Plant in Dindigul district has
achieved LEED ‘Gold’ certification by US Green Building Council (USGBC) which
showcases our leadership in sustainability in the industry.
Amway India has been conferred
with the ‘CSR Leadership Summit & Award’ in the category of ‘Promoting
Employment for Specially-abled’. The company was recently awarded the ‘Great
Place to Work 2017’ in recognition for the outstanding workplace culture, as
well as the ‘Best HR practices’ in quality of life and ‘Managing Health at
work’ by Times Ascent Asia-Pacific HRM Congress.
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