AYURVEDA IS A BEST SOLUTION OF OUR HEALTH
by Sureshkumar Garg NETWORK LEADER FROM INDIA ( GUJARATIndia
,which has a 6000 year old tradition in plant , herbal medicines and
is a store house of grand mother remedies, is all set for a
nutraceutical revolution. The industry cognoscenti is quite optimistic
on the potential growth prospects of this sector.
Driven by
changing lifestyle demand, growing consumer awareness of the concept of
“food as medicine”, education, expanded product offerings, a rapid
increase in India's urban population and pharma retail growth, the
Indian nutraceutical market is on a rapid growth trajectory. Further the
govt initiatives is also paving way for tapping the global
opportunities.
According to some of the industry observers, the
major factors which have contributed to the growth of the Rs.8,000
crore Nutraceutical market are the ageing population, changing
lifestyle, increasing medical costs, high spending power, awareness of
preventive medicine and increasing malnutrition led diseases.
Especially the increased awareness on the need for dietary supplements
is driving the growth in different sectors. With rising medical costs ,
Indian consumers along with their counterparts the world over have taken
to practising preventive healthcare by eating healthy and supplementing
the daily diet with essential nutrients. Nutraceuticals have
effectively positioned themselves into this space.
Innovation
in technology and new process to combine basic nutrients like natural
forms of vitamin A in carrots to vitamin C in orange that are being now
used to develop enriched beverages.
Nutraceuticals today has
become one of the booming markets in India with fast moving health
goods, over the counter and fast moving consumer goods companies jumping
into the bandwagon.
This has given lucrative market
opportunities for domestic as well as international pharmaceutical and
nutraceutical companies. What gives companies in the fray a competitive
edge is branding, pricing, promotional activities and channel partners,
say industry observers.
Companies are realizing that
nutraceuticals can be used as preventative therapy and also supplement
products with consumers increasingly becoming more health conscious and
thereby focusing on dietary supplements and health.
According
to a Frost & Sullivan study,the total Indian nutraceuticals market
which was valued at around $2 billion for the year 2009, is expected to
grow to $5 billion by the year 2015. The market is expected to grow at
the rate of 15 to 18% in the coming years. And the latent market in
India is estimated two to four times the current market size, the study
adds
Over the forecast period, the market is expected to
witness an increase in competition in the form of top rung global
players making a foray into the market. Innovation in ingredients and
technology is a current `trend. As the US and EU markets saturate,
specifically for categories such as dietary supplements, India is being
seen as the road to growth for most global health & wellness
players, the study points out.
The optimism of the Indian
nutraceutical industry on the potential growth prospects emanates from
the country’s more than 6,000 years of tradition in the herbal
medicine. China and India are perhaps the two countries endowed with
this inherent strength and on the top of the list. Both the nations
have a long and strong traditional background in the science of of
herbal products for wellness and therapy. Being a store-house of
grandmother remedies, the scientifically supported medication will
allow us to reach markets faster. The nutra industry is food-based and
consumer-oriented. Now India is the focus with its expertise in the
basics of nutritional health and the enormous scientific innovation
and strong basic work which are the back bone, said Dr. V Prakash,
former director, Central Food Technological Research Institute (CFTRI),
Mysore, President, Nutrition Society of India and head Task Force on
Nutraceuticals, government of India.
While there is a clear
distinction between nutrients and nutraceuticals, the former is
naturally present in fruits and vegetable, the latter is extracted bio
active compounds developed as a dosage form. Industry needs to
cautiously validate claims about such formulations. There are several
counter effects when natural nutrients are isolated. This is where, we
continue to highlight the food-based approach to source nutraceuticals.
Therefore, consumers need to look at a careful intake of carrots to
combat vitamin A deficiency or brown rice to get the desired
carbohydrates among others. The complex situation is the combination of
basic nutrients versus nutraceuticals, he added.
People are
becoming health-conscious and are realizing the need for dietary
supplements to help them cope with the fast-changing pace of life, which
has put them at the risk of diabetes, cholesterol, heart ailments,
arthritis and so on, Dr. Kamal G Nath, consultant food scientist &
nutritionist, professor & head Department of Food Science &
Nutrition, University of Agricultural Sciences, Bangalore.
The
trend towards preventive healthcare has seen pharma companies
diversifying into nutraceuticals. These include GlaxoSmithKline, Abbot,
Ranbaxy, Dabur, Cadila Healthcare, Novartis and Elder Pharma to name a
few.
Nutrients, herbals and dietary supplements are major
constituents of nutraceuticals which make them instrumental in
maintaining health, act against various disease conditions and thus
promote the quality of life. They are convenient for today's lifestyle
and are natural and bioactive chemical compounds that contain health
promoting and disease preventing properties.
With the
healthcare segment showing increased focus on nutrition for critical
care , accident cases, cancer and diabetology-cardiology diseases,
there is immense growth prospects in the field of nutraceuticals,said
KC Raghu, managing director Pristine Organics
The negative
effects of a fast paced life is telling on the health of the masses.
There is a spurt in life style disorders like diabetes, cholesterol and
hypertension resulting out of stress and bad eating habits.
Nutraceuticals can play a major role in controlling many of the modern
disorders. Awareness on nutraceuticals make people opt for protein
supplements, multi-mineral supplements, said Dr. K Shanthakumar,
professor and scheme head, Foods and Nutrition, Home Science department,
University of Agricultural Sciences, Bangalore.
CFTRI and
Defence Food Research Laboratory which are located in Mysore are engaged
in the development of products. A lot of transfer of technology is also
being carried out to the industry.
Leading nutraceutical
companies in India engaged in the production of products are Herbal
Life, Amway, Nestle Nutrition, Sami Labs, British Biologicals, Parrys
India, Elder Pharma, Ranbaxy Global Consumer Healthcare, Yakult Danone,
Raptakos, Brett & Co. Ltd, Ce Chem, Nouveau Dietetique Led which are
focusing primarily in the areas of nutrition and dietetics.
The Chennai-based Parry Nutraceuticals which is recognized as the
world leader in Micro Algal Technology for over three decades, is
currently producing Certified Organic Spirulina, Natural Mixed
Carotenodis and Astaxanthin from algae.
The Bangalore-based
British Biologicals, a dedicated nutraceutical major in the country has
an aggressive strategy in place to pursue its future growth efforts. In
this connection, the company is focusing on disease- specific
nutritional products.
These include sports nutrition division
with six brands :X-TRA Whey, Whey Platinum standard, Full Throttle
Creatine Monohydrate, X-TRA Mass, Recovery and X-TRA Grainer. All these
products are already well accepted and three more brands are being
developed. These are Pure Creatine monohydrate, Slim life and an energy
sports drink. The company has also started the Criticare Division in
collaboration with DSM (USA), a world leader in nutrition, said VS
Reddy, chairman and managing director, British Biologicals.
Ce
Chem Pharmaceuticals which is a leading pharma enterprise in Karnataka
in the small scale segment is engaged in the manufacture of
nutraceutical products for the domestic market. These include Ziprovit
Powder: Ziprolina Capsules and Ziprolina Pediatric syrup. All the
products are prescription-driven only.
The nutraceutical
products are classified as vitamins, antioxidants, minerals, herbals/
botanicals, proteins and fibres. All these are known to provide health
benefits, including prevention and treatment of disease There are many
products also made from herbal/ botanical raw materials, referred to as
functional foods which help to reduce the risk of chronic disease.
The nutraceutical preparations are easy to prepare and consume. Some of
them are in tablet form while others are in powder form which can be
mixed with milk or water and can be consumed. There are ingredients like
wheat grass, whey protein, Sat Isabagol (Psylum Husk) and Stevia
rebaudiana Bertoni, mushroom which has to undergo minimal processing
and created in powder form that can be mixed into the bakery products or
home used in the conventional home made foods. In these cases the
nutraceutical is separated from a food and sold in dosage form.
Sami Labs is giving a major thrust to new product development and
market-oriented research in the area of phyto-pharmaceuticals. In the
phytopharma industry Sami Labs has been recognized as an “integrated
natural” product company with a strong R&D focus. Its research and
development focuses on innovation nutraceuticals, said Muhammed Majeed,
chairman and managing director, Sami Labs.
Malted foods market
also comes under the nutraceutical product umbrella. The market is open
for all age-groups. The products under the segment are Horlicks, Boost,
Maltova and Viva from GlaxoSmithKline Consumer Healthcare. Another
player is Cadbury India with its products Bournvita and Complan.
Another growing area of interest is in the development of probiotics.
Global players like Nestle and Yakult Danone India have introduced
probiotic products. While Nestle markets its probiotic curds, Yakult
Danone’s probiotic drink, ‘Yakult’ contains more than 6.5 billion
beneficial bacteria.
According to some experts in the field ,it
is vital to have interventions in the form of nutraceuticals and make
it a part of our preventive health care systems. For this all
stakeholders – the government, industry, academia from food, as well as
health fields, need to pool in their efforts to have a national food
policy and a national health policy that complement each other.
FOR MORE DETAILS PLS CONTACT
SURESHKUMAR GARG
09173800101
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About Sureshkumar Garg NETWORK LEADER FROM INDIA ( GUJARAT
39 connections, 0 recommendations, 90 honor points.Joined APSense since, October 23rd, 2010, From ahmedabad, India.
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Sureshkumar Garg NETWORK LEADER FROM INDIA ( GUJARAT
thank you for give my post responce if you want to earn in this co. pls mail me or call me my cell no 09099585425 , 09173800101 Apr 3rd 2012 06:43 |
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interesting and helpful article
Apr 2nd 2012 20:40