FMCG firms see spike in sales of ayurvedic items

The demand for Ayurvedic products has surged across the nation in the wake of the Covid19 outbreak, especially after Prime Minister Narendra Modi recommended use of ayurveda to boost immunity.

Firms such as Dabur and Himalaya Wellness said they had seen a rise 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, CEO at The Himalaya Drug Company, seconded this. “All the items we offer under the umbrella of wellness and immunity have seen considerable rise 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 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.

Officials said the directives of the ayush ministry, which were endorsed by Modi, helped push demand. “The guidelines helped drive awareness about Ayurveda and its benefits in building immunity,” Mukesh Mishra, marketing head — health care at Dabur India, said.