(LiveMint)
Call it the Patanjali effect. If you are in the packaged consumer goods business and the market is India, the pace setter is Patanjali Ayurved Ltd, the company set up by yoga guru-turned businessman Baba Ramdev and the mantra for success is to launch herbal and ayurvedic products, never mind your multinational antecedents.
Amway India Enterprises Pvt. Ltd, the local unit of American direct-selling company Amway, is the latest to join that bandwagon, having launched a bouquet of dietary supplements that consist of traditional Indian herbs like tulsi, brahmi, ashwgandha, amlaki, vibhitaki and haritaki, under the Nutrilite brand. Nutrilite accounts for about 50% of the company’s total sales in the country. The new range, according to Amway, is projected to generate Rs125 crore in revenue by 2020.
