| | OCTOBER 20218VANTAGE POINTNearly 75 per cent of people in India use some form of traditional medicine, a category that includes Ayurveda. How do you see the current evolution of this market in India? What are the major factors driving its growth? The rapid spread of the COVID-19 pandemic led to a surge in demand for immunity-boosting Ayurvedic Health Care products in India. Ayurveda, with its time-tested remedies and benefits, gained prominence in the minds of consumers who were seeking natural remedies to fight against the illness.The demand surge led to a significant increase in penetration of Ayurvedic products like Chyawanprash with a growing number of younger consumers adopting this time-tested remedy to build their immunity. However, there's still a lot of potential for growth. Chyawanprash penetration, for instance, has doubled in the last one year but still remains at only around eight percent. Similarly, branded Honey penetration in India is still at 23 percent. Ayurveda penetration in India is still low and there is immense scope to increase penetration and bring more non-users into the fold. At Dabur, we are committed to our Mission of `GharGhar Ayurveda' and have been working towards modernizing and contemporizing Ayurveda to increase its appeal for the millennials and centennial consumers. How is Dabur positioned in this market? Dabur has always believed in the benefit of Ayurveda and has been spreading the goodness among our consumers in India with a range of Ayurvedic products. For the past 135 years, we have been developing and successfully introducing products based on Ayurveda to cater to the ever-changing needs of the consumer. We maintain an edge over our competitors with our 135-year-old MARRYING THE TRADITIONAL KNOWLEDGE OF AYURVEDA WITH CUTTING EDGE SCIENCE In an interaction with Industry Outlook, Mohit Malhotra, CEO, Dabur India Ltd. shares his views on the evolution of traditional medicine market and the role played by Dabur India. Mohit Malhotra
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