Traditional Indian wisdom: Amway raises awareness of herbal supplements as consumer acceptance blooms
With the aim of using both traditional wisdom and modern research to pique interest, the direct-selling company invited experts in the field of traditional medicine to present the benefits of Indian herbs, using research to support their claims.
The seminars were meant not only to educate attendees on the uses and benefits of Indian herbs, but also to add credibility to Amway India's Nutrilite Traditional Herbs range of tablets.
They also gave the company an opportunity to promote the line's four products: Nutrilite Tulsi, Nutrilite Ashwagandha, Nutrilite Brahmi, and Nutrilite Amalaki, Vibhitaki and Haritaki.
Originally launched last year, the tablets come in bottles of 60, and are said to be certified organic.
Expert opinion
At several of the seminars — in Ahmedabad, Lucknow, Mumbai and Pune — ayurvedic expert Dr Gauhar Vatsyayan was invited to speak, drawing from his expertise to pinpoint the various uses of specific herbs and ingredients to improve health and well-being throughout an entire lifespan.
He highlighted the herbs used to combat the effects of unhealthy lifestyle factors and eating habits, and sought to dispel certain common myths about herbal products.
Singling out GMOs as responsible for a higher incidence of allergies amongst many urban populations, he warned attendees to pay close attention when shopping for herbal supplements. For manufacturers, he emphasised the importance of complete extraction of the active ingredient when formulating such products.
Speaking to NutraIngredients-Asia, he said: "Amway India approached me through an agency to invite me to speak at their seminars.
"I spoke about many herbs, including the ones used in the Nutrilite Traditional Herbs range. Ashwagandha, for instance, is known to be a very effective medicine to calm your nerves, and has established therapeutic effects for Alzheimer's disease.
"It is also found in many supplements for sexual potency, and often used by people in their 40s and 50s to slow the ageing process significantly."
Referring to tulsi (also known as holy basil), he said, "Tulsi is known as an excellent tool against allergies, especially in young children suffering from seasonal allergies and infections.
"Brahmi helps with memory and cognitive function, and is a great sleep-inducer. People suffering from insomnia and improper sleep can benefit from regular consumption of this herb.
"Finally, I spoke about triphala, which is a combination of three herbs: amalaki, vibhitaki and haritaki. When taken together, these herbs help with bowel management."
In addition, tulsi is said to be able to improve and support the immune system, and act as a powerful antioxidant, while brahmi (also called Bacopa monnieri) can supposedly improve the functioning of the central nervous system, and increase mental alertness and attention span.
Triphala is said to benefit digestive health, act as a laxative, and help to regulate appetite, while also supporting colon health.
Amway India's head of Nutrition and Wellness, Ajay Khanna, said that along with increasing health consciousness among consumers in India had come a greater acceptability of herbal supplements, which had spurred the company to launch the Nutrilite Traditional Herbs range.
He added that the herbs used in the supplements were based on traditional Indian wisdom and backed by a "strong legacy of scientific research", boasting high levels of purity, safety and potency.
Furthermore, the herbs are DNA-fingerprinted — a feature that makes them one-of-a-kind in the Indian market — and sourced from certified organic farms that adhere to the Indian government's National Programme on Organic Production (NPOP) standards.
