COVID-19: Ayurvedic products become increasingly popular

The pandemic has resulted in a change in consumer lifestyles, with an increased focus on preventive healthcare remedies leading to a surge in demand for immunity-positioned supplements, including Ayurvedic medicines and products, as consumers pursue different ways to combat the virus.

The demand for Ayurvedic products has surged across the nation in the wake of the COVID-19 outbreak, especially after Prime Minister Narendra Modi recommended use of Ayurveda to boost immunity.

Companies such as Dabur and Himalaya Wellness said they have seen an increase in demand for Ayurvedic products across portfolio.

Dabur said it was witnessing a strong growth in enquiries for key products, particularly the immunity booster range that includes Chyawanprash, Honey, Giloy tablets, Giloy Churna, Ashwagandha capsules and the recently launched Immunity Kit.

“The demand for Ayurvedic products with health care benefits has gone up. Immunity building products are in greater demand,” Harsha V Agarwal, director at Emami, said.

Philipe Haydon, chief executive at The Himalaya Drug Company, seconded this.

“All the products we offer under the umbrella of wellness and immunity have witnessed considerable increase in demand.”

For Himalaya, the surge in demand has been seen particularly in its Pure Herbs range such as Guduchi, Tulasi, Amalaki, Ashvagandha, and others.

This apart, its propriety formulations such Septilin, Immusante, and children’s nutritional drink Quista kidz, have also seen a significant increase in demand.

“Our hand sanitizer, PureHands, which was launched in 2003, has seen the maximum spike,” Haydon said.

According to market tracker Euromonitor International, the pandemic has resulted in a change in consumer lifestyles, with an increased focus on preventive healthcare remedies leading to a surge in demand for immunity-positioned supplements, including Ayurvedic medicines and products, as consumers pursue different ways to combat the virus.

Industry officials said the directives of the Ayush ministry, which were endorsed by Modi, helped push demand.

“The guidelines certainly helped drive awareness about Ayurveda and its benefits in building immunity,” Mukesh Mishra, marketing head - health care at Dabur India, said.

As a result, Dabur has enhanced production of its existing range.

“We are also deploying new strategies to ensure uninterrupted supplies of these medicines to consumers across the country,” Mishra said.

Companies offering Ayurvedic formulations are optimistic of the current trend and are working on innovations to strengthen their portfolio.

New additions in the Dabur portfolio include ready-to-use immunity-booster products like Tulsi Drops, Giloy Neem with Tulsi Juice, Amla Juice and the Immunity Kit - which contains immunity building products, which is expected to drive sales.

Emami is of the view that with the renewed focus on Ayurveda, consumers are likely to take a “greater interest” in its 100-year-old brand  - Zandu.

“Continuing our legacy of natural and Ayurveda-based product portfolio, we will continue to have a very strong pipeline offering natural and Ayurvedic solutions in the coming days,” Agarwal said.

Euromonitor is also optimistic that companies focused on Ayurveda are likely see a sales boost in the near-term as consumer priorities shift to a complete focus on inner wellbeing.

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Photograph: PTI Photo