The Hindu Business Line : Ranbaxy forays into Chyawanprash market

Coimbatore, Jan. 11 Close on the heels of Dabur, which came out with the sugar-free variant of Chyawanprash to woo the calorie- conscious and diabetic patients, pharma major Ranbaxy Laboratories Ltd (RLL) has entered this product segment with the launch of Chyawan Active.

The company has launched this product first in the North Indian markets and it would subsequently be introduced in other markets in the country.

In a communication to the BSE on Friday, Ranbaxy said it has entered the Chyawanprash segment with the launch of sugar-free product under the brand name Chyawan Active.

The product marketed by Ranbaxy’s Global Consumer Healthcare (RGCH) division, would initially be introduced in North India (Delhi, Uttar Pradesh, Punjab and Bihar) and later extended to other markets in the country.

Chyawan Active is an Ayurvedic proprietary medicine developed by Ranbaxy’s Herbal Drug Research team. It has been manufactured using a ‘novel formulation technology which not only preserves all the benefits of ayurvedic Chyawanprash, but also ensures a great taste, without any added sugar’.

Nutritional format

Mr Malvinder Mohan Singh, CEO & MD, Ranbaxy, said ‘the introduction of Ranbaxy’s Chyawan Active heralds our entry into the Chywanprash segment’.

He said ‘with lifestyle related diseases on the rise, Chyawan Active offers a nutritional format for the entire family, especially to the health and calorie-conscious individuals, diabetics, obese and overweight people.’

While traditional Chyawanprash contains almost 50-60 per cent added sugar, Ranbaxy’s Chyawan Active ‘does not have any added sugar, thereby making it a healthy, low-calorie alternative for the existing consumers of Chyawanprash’.

Market size

The Chyawanprash segment has a market size of around Rs 250 crore and recorded a growth of more than l5 per cent in value and volume terms in 2006-07. Innovations are likely to drive the market, which still has a low penetration level of about 4 per cent.

RGCH, established in October 2002 with an objective to promote OTC healthcare brands to consumers, has some of the top selling brands including Volini (pain relieving Gel), Chericof (Cough Syrup) & Pepfiz (Digestive), the communication added.

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