market, which is worth Rs 250 crore and saw a close to 15 per cent growth in 2006-07, has a brand new entrant. Pharma major Ranbaxy Laboratories has forayed into this segment with the launch of its Chyawan Active.
Having realised that the segment is driven by innovation, Ranbaxy has launched Chyawan Active in a sugar free format. However, other players in the segment, such as Dabur and Alkem, already have sugar free Chyawanprash products in the market.
A Ranbaxy spokesperson says, "Ranbaxy's Chyawan Active is a sugar free Ayurvedic preparation. It offers all the benefits of Chyawanprash, but has no unwanted calories as in the high sugar content (50-60 per cent) that is found in the traditional Chyawanprash. It will be promoted in a family consumption format, targeting the existing consumers of Chyawanprash, especially health and calorie conscious individuals, diabetics, and those who are overweight."
Though the market is already flooded with Chyawanprash ads, Ranbaxy too plans to unleash an advertising campaign. There was no pitch called for the business, but Grey Worldwide is handling the account.
Priti Nair, national creative director, Grey Worldwide, says, "The products offered by Ranbaxy are those that cause you to be in an ideal state of being. Its broad canvas of products is intended to keep one fit and fine. Chyawan Active, too, aims to do the same with a blend of Ayurvedic components. The communication will be rolled out keeping the benefits and the USP of the product in mind. It's certainly going to be exciting."
However, Nair admits that there's a common thread in all the Chyawanprash communication - all the brands are positioned along the same lines more or less, all espousing family centric values. Grey Worldwide plans to look at a new angle for Chyawan Active.