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CubeX - Back To The Roots - Landscaping OTC Opportunities in The Indian Ayurveda Market-Highlights
CubeX - Back To The Roots - Landscaping OTC Opportunities in The Indian Ayurveda Market-Highlights
MAY 2012
Back to the Roots : Landscaping OTC Opportunities in the Indian Ayurveda Market - CONTENTS
Executive Summary Highlights important drivers of the Ayurveda market and key takeaways of the report Global Traditional Medicines Market Global outlook of traditional alternative medicines, recent strategic mergers, acquisitions and brand launches have also been covered. Indian Ayurveda Market The Indian Ayurvedic OTC market has been analyzed in detail in terms of market size, key segments category-wise and sales trend over the last five years using Nicholas Hall DB6 2012 Database (India). Profiles of Leading Companies This section of the report includes profiles of leading companies in the Ayurveda market, in terms of revenue, portfolio and critical success factors. Profiles of Leading Companies Case studies of successful brands like Dabur Chyawanprash, Zandu Balm, Hajmola have been covered to give insights regarding their marketing and success strategies. Profiles of Key Targets Potential brands like Kayam Churna, Honitus, Karvol which possess potential to soar high with focused nurturing have been covered as Key Targets.
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Back to the Roots : Landscaping OTC Opportunities in the Indian Ayurveda Market
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Drugs
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Holistic Therapy
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Functional Medicine
Traditional Systems
This basis of Functional Medicine is not novel to traditional systems of medicine like Ayurveda, which is known for treating the root cause of the disease by restoring erratic body functions. In India, a good number of consumers still prefer traditional systems of medicine over the conventional treatment like allopathy due to Indias rich heritage of natural therapies. Hence, consumers are turning back to the roots in search of holistic health and wellness. Though majority of the patients consume allopathic drugs as their primary treatment, Ayurvedic therapies do fall in their consideration as an alternative line of treatment.
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Traditional Chinese Medicine (TCM) dominates the global alternative medicines valued over US$ 100 bn with 85% market share. The strategies adopted by MNCs in leveraging opportunities in TCM and Kampo medicine have been highlighted in the report.
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However, with nuclear families becoming the norm and also due to busy lifestyles, consumers are looking for products that offer similar benefits like
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The market can be broadly classified in traditional medicines market, branded OTCs and Ayurveda based consumer goods.
Ayurvedic branded OTC market contributes more than one quarter to total sales of the Indian OTC market valued at US$ 2 bn in 2011 (as per Nicholas Hall DB6 2012 Database (India). The top OTC products: Dabur Chyawanprash, BoroPlus, Vicks Vaporub, Revital and Zandu Balm are either Ayurvedic brands or contain herbal ingredients (ginseng)** The Indian Ayurvedic OTC market has been analysed in detail to give a perspective on the opportunity areas in each major category using Nicholas Hall DB6 2012 Database (India).
6/10/2012 Source: * http://www.healthcaredevelopmentmagazine.com/article/healthcare-developmentmagazine012.html **Nicholas Hall DB6 - 2012 Database
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Amrutanjan has extended the highly popular pain relief balm into many other variants focused on pain relief.
Dabur follows a company name branding strategy for its brands. Dabur Chyawanprash and Dabur Hajmola are its most popular brands
Emami has consolidated its position and diversified through the acquisition of Zandu Pharmaceuticals
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Himalaya has a wide range of products across key categories, along with a range of Pure Herbs.
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Few companies like GlaxoSmithKline Consumer Healthcare and Proctor & Gamble have renamed the product ingredients of brands like ENO and Vicks respectively as Ayurvedic formulations. These brands are registered as Ayurvedic products in India to cater to the sentiments and beliefs of Indians in natural and traditional remedies. Other MNCs are yet to leverage the opportunities in this space. Leading companies and brands in the Indian Ayurveda market have been profiled to understand their marketing strategies and critical success factors vital to marketers who plan to enter the Ayurveda market.
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Narayan tail in Rhumasyl Liniment & Ointment is combined with herbs to make it more effective and tackle inflammation on all fronts.
These brands are highly popular among consumers but their potential has not been leveraged to the maximum. They can be potential targets for brand building.
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CubeX Consulting
CubeX is the Strategic Consulting and Business Intelligence Division of Sorento Healthcare Communications. If you would like further information about this report, please contact: reports@cubex.co.in For information on CubeX Consulting as well as other products and services provided by CubeX, please contact: reports@cubex.co.in T: +912242762100 F: +912228754952
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www.cubex.co.in
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