| |OCTOBER 20219DABUR OFFERS AUTHENTIC AYURVEDA BACKED WITH SCIENCE. IT'S THIS SCI-ENCE-BASED AYURVEDA THAT'S OUR USP IN THIS MARKET AND HAS HELPED US GROW AHEAD OF OTHERSherbal and Ayurvedic heritage. We remain true to our heritage and are continuously working to update our portfolio in line with changing consumer demands and aspirations.With the increasing demand for Ayurveda and Ayurvedic interventions in the post-COVID world, Dabur leveraged this opportunity by aggressively increasing the awareness and visibility of our products and enhancing their availability on e-commerce platforms as well as kirana stores, which were the preferred channels during the lockdowns. We also went a step ahead by providing immunity at the doorstep of our consumers through our Immunity Van programme. While a lot of players are talking about or introducing their so-called Ayurvedic variants, Dabur offers authentic Ayurveda backed with Science. It's this Science-based Ayurveda that's our USP in this market and has helped us grow ahead of others. We have been investing in Ayurveda for over a century now and have been introducing products that offer the benefit of traditional Ayurveda in modern-day formats, backed with scientific tests. Our Ayurvedic toothpaste Dabur Red paste has been among the fastest growing toothpaste brands in the country and we have emerged as the third largest player in this market. We have recently introduced the country's first Ayurvedic Gel toothpaste. Another recent example is the launch of an Ayurvedic kadha for cough and cold in a ready-to-use format called Honitus Hot Sip. In addition, a number of new Ayurvedic products and medicines have been launched for digestive care, women's health care, liver care etc. Despite the entry of new players, Dabur has the advantage of being the early mover in this category. Dabur is today India's leading natural personal and health care company with a portfolio of products on the Herbal/Ayurvedic platform. Dabur maintains its edge of competitors with its herbal and Ayurvedic heritage of over a century. We remain true to our heritage and are continuously working to update our portfolio in line with changing consumer demands and aspirations. Dabur India also has a strong in-house research wing that follows a `bush-to-brand' approach. We have our in-house nursery, which grows several rare herbs that go into various products. We have been growing quality rare medicinal herbs that are used in our products. Today, we grow rare herbs in over 5,000 acres of land across India. This in-depth knowledge about nature and natural ingredients is one of our big strengths in the market. This research wing also undertakes detailed tests on individual ingredients and products to ensure that the final product meets customer needs and aspirations.Government set up the AYUSH ministry in 2014 to promote Ayurveda and traditional systems of medicine and in 2017 incentivized the industry by lowering the GST on Ayurveda products from 12 percent to 5 percent. How helpful have been these initiatives for the industry? How has Dabur leveraged them? The setting up of Ministry of AYUSH was a much-needed move and has helped popularize Ayurveda.There is also greater collaboration now between the Public and Private sector. For instance, Dabur is conducting studies for Prophylaxis and management of COVID-19, along with various State Governments and the Ministry of AYUSH. This offers a great opportunity for Dabur and for the Government to make Ayurveda mainstream and popularize hitherto hidden gems of Ayurveda for prophylactic healthcare.We have also conducted clinical trials on Chyawanprash, in addition to prophylaxis studies on Ashwagandha and Giloy, specifically with respect to COVID-19. These studies are expected to generate data to back the efficacy and effectiveness of this Ayurvedic remedy on preventing COVID-19 and also its effect on recovery from COVID and reducing the severity of COVID infection.In a major breakthrough development during the year, Dabur completed a large scale, multi-centric, clinical study to validate the beneficial role of Dabur Chyawanprash in prophylaxis of COVID-19 infection by virtue of its immunity boosting property. This study was conducted at five different scientific/research institutions across India (one each at Jaipur, Mumbai and Pune and two in Vadodara). In fact, this study has already been submitted for publication in a scientific journal, which will also be peer reviewed.The findings of the study reveal that regular use of Dabur Chyawanprash reduced the risk of COVID-19 infection by up to 12 times in comparison to control group which was not consuming
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