Ayurveda - The New FMCG Business

AYURVEDA – The New FMCG Business
By- Aastha Vats
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Introduction
Ayurveda, a natural system of medicine, originated in India. The term

Ayurveda is derived from the Sanskrit words ayur (life) and veda
(science or knowledge). Thus, Ayurveda translates to knowledge of life.
“The great thing about Ayurveda is that its treatment always yield
side benefits, not side effects.”
Ayurveda is one of the world’s oldest medical systems. It originated in
India more than 3,000 years ago and remains one of the country’s
traditional health care system.
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Ayurveda – the new FMCG business
According to the research conducted by MIT World Peace Pune,

Department of Finance, Ayurvedic products are those products which
are assumed to be environment safe. Consumers have shifted towards
these products quite easily because of the benefits of the ayurvedic
products. Ayurvedic products are only made through natural
ingredients. It is very fast moving consumer goods.
Ayurvedic products are the new phase of FMCG markets. The ayurvedic
product has gained a particular attention in the modern world and the
consumer are now shifting towards the Ayurvedic products. Ayurvedic
products has a wide range of product line in the phase of FMCG.
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Need of Ayurvedic Products in FMCG Market
There has been a marked change in consumption habits with

consumers looking for preventive solutions in the healthy and
immunity-boosting space. These include a unique blend of
ingredients for added potency and are available in convenient,
easy to use packs.
The spread of the Covid-19 pandemic has also to a sharper

growth in consumer interest, awareness and demand for
ayurvedic therapies and medicines. This has triggered
companies to enter the aurveda space over the past few
months.
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Challenges faced by Ayurvedic Products in FMCG Market
Despite of more than a dozen leading companies flooding retail
shelves with hundreds of natural and herbal variants over the
past few years, the sales contribution from Ayurveda segment
are still very low. While 89% of Indian Households purchase
ayurvedic products (now compared to 76% four years ago) the
entire segment contributes 0.8% of the total FMCG volume.
The reasons for the same are as under:
Standardization
Lack of Awareness
Procurement of Raw Materials
Use of Technologies
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Market of Ayurveda
The demand of ayurvedic products is growing at a faster rate and when it is observed from the point of view
of FMCG companies, it seems to be promising growth with new research and developments. Online
availability of products and services will add more growth and consumers will have easy access. Offers will
boost the sales and discounts can be given to the consumers or buyer.
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Companies / Initiatives which practice ayurvedic products
1. Patanjali
In 2006, Ramdev baba has established the Patanjali Ayurved
limited along with Balkrishna. With the objective of establishing
Ayurveda and use of the latest technology. Patanjali food and
herbal park is at Haridwar and the main production facility
operated by Patanjali Ayurveda. Their production categories is
mainly of personal care and food. The ayurvedic products
which are introduce by Patanjali are like toothpaste, shampoo
etc.
2. Himalaya
Himalaya was founded by M Manal . They have a wide range of
ayurvedic products like toothpaste, shampoo etc. A well know
product of Himalaya is Neem Face Wash.
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3. Vicco Group
Vicco group is known as Vishnu Industrial Chemical Company. In 1952, it was founded
by late Shir K.V. Pendharkar. Ayurvedic products of vicco are toothpaste, herbal
shaving creams etc. It is one of the India’s most trusted brands.
4. Dabur
Dabur is one of the India’s Largest manufacturer of Ayurvedic medicine and natural
product. Dr. S. K. Burman has set up Dabur India Limited in 1884 to produce his
ayurvedic formulations. His son C. L. Burman, set up Dabur’s first research and
development unit. They have had handover the management of the company to
professional in 1998. According to Brand Trust Report, Dabur is one of trusted brand
in India. The ayurvedic products of Dabur are Vatika shampoo for personal care ,
Hajmola for digestive, creams for skin care and Real juice for fruits based drinks.
5. Baidyanath Group
Baidyanath Group is specializing in Ayurvedic products . In 1917, Ram Dayal Joshi has
founded Shree Baidyanath Ayurved Bhawan limited and its registered office is in
Kolkata. They were awarded by 2 lakhs rupee every year for best book on Ayurveda.
Baidyanath FMCG product is like natural juice, Aloe Vera face wash.
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Conclusion
 Ayurveda is a very old system and it is used by our ancestor

to solve the problem of daily life. In the 21st century,
Ayurvedic product are still being used.
 FMCG companies has help the industry to bring new
ayurvedic products in every possible way.
 This has increased the growth of market and also helped the
consumer to get connected to their products.
 Although, the sector is facing a lot of challenges in the FMCG
sector but it has a lot of potential globally if tapped
effectively.
 Also, it is necessary to create awareness about ayurvedic
products and services.
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AYURVEDA – The New FMCG Business

By- Aastha Vats

Ayurveda, a natural system of medicine, originated in India. The term

According to the research conducted by MIT World Peace Pune,

There has been a marked change in consumption habits with

The spread of the Covid-19 pandemic has also to a sharper

The reasons for the same are as under:

 Ayurveda is a very old system and it is used by our ancestor

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