Ranbaxy enters Chyawanprash market with suger-free `Chyawan Active'

Mumbai: Ranbaxy Laboratories Limited has entered the Chyawanprash segment with the launch of its sugar-free product under the brand name 'Chyawan Active'.

The product marketed by Ranbaxy's Global Consumer Healthcare division, will be initially introduced in North India (Delhi, UP, Punjab and Bihar) and later in other parts of the country.

Ranbaxy's 'Chyawan Active' is an ayurvedic proprietary medicine developed by the company's herbal drug research team. The product has been manufactured using a novel formulation technology, which not only preserves all the benefits of classical ayurvedic Chyawanprash, but also ensures a great taste, without any addition of sugar.

"The introduction of Ranbaxy's 'Chyawan Active' heralds our entry into the Chywanprash segment. It has always been our endeavour to offer quality, safe, efficacious and innovative solutions to consumers. With life-style related diseases on the rise, 'Chyawan Active' offers an excellent nutritional format for the entire family, especially to the health & calorie conscious individuals, diabetics, obese and overweight people,". Malvinder Mohan Singh, CEO & MD, Ranbaxy, said at the launch of the product.

India is estimated to have over 40 million diabetic patients and a male population of over 12 per cent and a female population of above 16 per cent in the obese/overweight category. This phenomenon is also witnessed amongst children and adolescents as well. While, traditional Chyawanprash contains almost 50-60 per cent added sugar, Ranbaxy's 'Chyawan Active' does not have any added sugar, thereby making it a healthy, low calorie alternative for the existing consumers of Chyawanprash.

The Chyawanprash segment has a market size of around Rs250 crore and saw a growth of more than 15 per cent both in value and volume terms in 2006-07.

Ranbaxy Global Consumer Healthcare (RGCH) was established in October 2002 with an objective to promote OTC healthcare brands to consumers. Today it has some of the top selling brands like Volini (pain relieving Gel), Chericof (Cough Syrup) & Pepfiz (Digestive).

Ranbaxy Laboratories Limited is India's largest pharmaceutical company, focused on R&D and a presence in over 125 countries, including several developed markets, and significant progress in new drug discovery research.

The company has an expanding international portfolio of affiliates, joint ventures and alliances, ground operations in 49 countries and manufacturing operations in 11 countries.