HLL Launches ‘Lever Ayush’ Ayurvedic Health & Beauty Care Products

03-06-2002 :

These non-prescription over-the-counter products will be sold through retail and chemist outlets.

Under Lever Ayush, HLL will market personal care, and daily health care products. HLL will also set up centres for ayurvedic care services, called Lever Ayush Therapy Centre.

  • Cough Naashak Syrup, which starts showing effect in 30 minutes

  • Headache Naashak Roll On, which provides significant relief within 15 minutes

  • Hair Poshak Oil, which reduces hair fall within 3 weeks

  • Dandruff Naashak Shampoo, which is proven to be 100% effective in two washes

  • Body Rakshak Soap, which kills 99.9% of all 7 types of skin and scalp germs, and is India's first Ayurvedic Antiseptic Soap.

The first Lever Ayush Therapy Centre is being set up in Chennai. The services will be provided under the guidance of experts from the Arya Vaidya Pharmacy, Coimbatore.

Lever Ayush products have been launched after one and a half years of rigorous R & D and extensive clinical testing. India’s laws do not require clinical or laboratory proof of product performance, for ayurvedic products. However, HLL has adopted the principles and rigour of new drug and new formulation development as practised by the pharmaceutical industry for prescription drugs, to develop and clinically evaluate its product range.

In developing Lever Ayush, HLL first tied up with the country’s leading ayurvedic experts to identify and then select those ayurvedic ingredients, which best delivered the desired effects. HLL’s scientists, specialising in biology, toxicology and pharmaceutical R&D, then designed and developed the Lever Ayush formulations, in collaboration with external Ayurvedic experts. Comprehensive safety evaluation of the ingredients and products was conducted in accordance with international guidelines. The formulations were then evaluated in clinical trials, wherein the formulations were administered to people suffering from the specific problem, and the improvement in symptoms was independently assessed by qualified medical experts. HLL conducted these clinical trials through reputed hospitals and with well-known clinicians.

The Lever Ayush range therefore has the power of the best ingredients recommended in ayurveda, selected and formulated with the knowledge of India’s best known experts. The clinical trials add the internationally accepted proof of science that Lever Ayush products deliver the intended benefits.

Announcing the launch of Lever Ayush, HLL’s Director – New Ventures, Mr. Dalip Sehgal, said, “HLL has a deep understanding of the needs of Indian consumers. Today’s aware and health-conscious consumers need scientifically formulated and tested herbal health care products in personal care areas like skin and hair, and for relief from problems like cough & cold and aches and pains. Our rigorous R&D and subsequent clinical evaluation have proved that Lever Ayush delivers these benefits, combining our in-house expertise with the expertise and knowledge of India’s best known ayurvedic specialists. We have now launched five products, and will introduce more as we expand the business.”

Dr..G. Gangadharan,Vice President - Technical, of AVP – Coimbatore, said, “AVP – Coimbatore, is India’s best known name in Ayurvedic products. For the last 60 years, we have been developing ayurvedic formulations of the highest quality standards. We confidently endorse the ayurvedic purity of Lever Ayush, because we have seen the rigour with which HLL has developed the products. AVP and HLL can together meet the growing requirement of ayurvedic products and services.”

HLL’s Business Manager – Health Care, Mr. Vipul Chawla, said, "Through Lever Ayush we have entered the fast growing health care market in India, by delivering functional / therapeutic benefits in everyday healthcare products. This Rs.2000-crore market is growing at a rate of 15 to 17%, and almost 50% faster than similar non-herbal products. Lever Ayush offers high functionality, but its pricing is affordable. The three legs of the business -- products with proof of performance, services focussed on experience of authentic ayurvedic practice, and authority through AVP -- should drive Lever Ayush to be a growth contributor to the company in the coming years. Starting with Tamil Nadu, we will expand across the country in phases."

HLL is India’s largest company in Home & personal Care, and Foods & Beverages. It markets such household names like Hamam, Lifebuoy, Lux soaps, Pepsodent toothpaste, Clinic shampoo, Fair & Lovely cream, Nihar coconut oil, 3 Roses Tea, Bru Coffee and Annapurna Atta & Salt.

Lever Ayush Cough Naashak Syrup:Relief within 3o minutes

Truth of Ayurveda, Proof of Science

Lever Ayush Cough Naashak Syrup delivers significant relief from the severity and frequency of cough and chest discomfort, and is proven to start working within 30 minutes.

Its ingredients include Tulsi, Mulethi, Vasa, Kantakari, Gul banafsha, and Jatamansi. The purity of the ingredients is endorsed by the Arya Vaidya Pharmacy, Coimbatore.

It does not contain alcohol.

The formulation has been evaluated by adopting rigorous test procedures, as practised by the pharmaceutical industry. The tests were conducted at reputed hospitals of the country.

Lever Ayush Cough Naashak Syrup is available in 100-ml bottles, with pilfer-proof caps, priced at Rs.35.


Lever Ayush Headache Naashak Roll On:Relief within 15 minutes

Truth of Ayurveda, Proof of Science

Lever Ayush Headache Naashak Roll On provides significant relief from headache within 15 minutes.

Its ingredients include aromatic analgesic oils, like Wintergreen, Eucalyptus, Lemon Grass, and Clove. The purity of the ingredients is endorsed by Arya Vaidya Pharmacy, Coimbatore.

The formulation has been evaluated by adopting rigorous test procedures of the pharmaceutical industry. The tests was conducted at reputed hospitals of the country. The test has shown that it provides relief within 15 minutes.

Lever Ayush Headache Naashak Roll On is available in 10-ml glass vials, priced at Rs.17.

Lever Ayush Hair Poshak Oil: Reduces hair fall in 3 weeks

Truth of Ayurveda, Proof of Science

Lever Ayush Hair Poshak Oil reduces hair fall within 3 weeks, and provides natural nourishment.

Its ingredients are Neem, Amla, Sesame Oil and Rosemary. The purity of the ingredients is endorsed by Arya Vaidya Pharmacy, Coimbatore.

The formulation has been tested in consumer trials. The tests have shown that it reduces hair fall within 3 weeks.

Lever Ayush Hair Poshak Oil is available in 100-ml bottles, with flip-top caps, at Rs.24.

(Product Pix)

Lever Ayush Dandruff Naashak Shampoo:Removes dandruff in just 2 washes

Truth of Ayurveda, Proof of Science

Lever Ayush Dandruff Naashak Shampoo removes dandruff in just 2 washes.

Its ingredients are Amla, Henna, Tulsi, Neem, Shikakai and Rosemary. The purity of the ingredients is endorsed by Arya Vaidya Pharmacy, Coimbatore.

The formulation has been evaluated by adopting rigorous test procedures of the pharmaceutical industry. Clinical trials have shown that the product is 100% effective in two washes.

Lever Ayush Dandruff Naashak Shampoo is available in 7 ml (Rs.2) sachets, and 200-ml bottles, with flip-top caps, priced at Rs.88.

Rakshak Soap:Kills 7 types of body and scalp germs

Truth of Ayurveda, Proof of Science

Lever Ayush Body Rakshak Soap kills upto 99.9% of 7 types of body and scalp germs.

Its ingredients include Neem, Tulsi, Ritha, Amla, Haldi and Kumari. The purity of the ingredients is endorsed by Arya Vaidya Pharmacy, Coimbatore.

The soap has been tested among consumers. The tests have shown an overwhelming preference for the product.

Lever Ayush Body Rakshak Soap is available in 75 gm packs, priced at Rs.9.50.

BACKGROUND NOTE

HINDUSTAN LEVER BRINGS 70-YEAR HERITAGE TO HEALTH CARE

Hindustan Lever Limited’s (HLL) Lever Ayush ayurvedic products bring to the Health Care market, its 70-year heritage in India of deep consumer understanding and developing products which meet the everyday needs of people everywhere. HLL has long been India’s largest company in Home & Personal Care and Foods & Beverages. HLL itself is backed by the Hindustan Lever Research Centre which, with laboratories in Mumbai and Bangalore, is one of India’s largest R&D centres in the private sector. HLRC holds, as of date, about 184 patents.

HLL had conducted an exercise, called Project Millennium, in 1999 to identify newly emerging consumer goods categories, which the company could enter. Among them, the company first launched confectioneries, under the Max brand name in 2001. Max confectioneries are already among the top three brands in that Rs. 2000 crore market.

With Lever Ayush ayurvedic health care products, HLL enters the Rs.2000 crore herbal health care market, which is growing at a rate of 15 to 17%, and almost 50% faster than similar non-herbal products. The company decided to launch a new brand, Lever Ayush, because none of the existing brand propositions could encompass the complete range to be marketed under ‘Lever Ayush’.

HLL has chosen its new ventures, like confectioneries or health care, on the basis that the absolute market size is large, that HLL’s offering has the potential to become number one or two in the next five years, that the business will be profitable, and that it would draw on the company’s core strengths.

HLL considers that its core strengths are deep consumer understanding, an established R&D base, brand building skills, mass distribution reach, low-cost supply chain and the ability to invest.

The Rs.2000-crore herbal health care market, while being large, is highly fragmented. HLL believes that there is huge opportunity to combine traditional country knowledge in herbals, specifically Ayurveda, with appropriate technology to create differentiated products. The company first identified and tied up with relevant ayurvedic knowledge sources, and secondly, developed technology to create, under Lever Ayush, superior products than that are available now. All the products have been rigorously tested by adopting test procedures adopted by the pharmaceutical industry, though this is not required by law.

In the past, HLL has indigenously developed such market leading brands like Rin detergent bar, Fair & Lovely cream, and Annapurna atta and salt.

These are among HLL’s 30 national power brands. But HLL also believes that if the opportunity so demands, it would launch or acquire new brands with the potential to become power brands in the future. Lever Ayush has that potential.

BACKGROUND NOTE

ARYA VAIDYA PHARMACY, COIMBATORE

The renowned Arya Vaidya Pharmacy (AVP), Coimbatore, endorses the purity of the Lever Ayush products.

The Arya Vaidya Pharmacy was founded in 1943 by Arya Vaidyan P.V. Rama Variar, a physician par excellence, and also a philosopher and a humanitarian. His son, P.R. Krishnakumar, now heads AVP.

With 100 Ayurvedic physicians, the AVP today markets over 500 ayurvedic products, spanning five need areas. These products are sold through AVP-owned outlets at different places in India and abroad. It has also established ayurvedic spas in various hotels in India and abroad. It has two research centres, which are developing new products and also clinical methods of testing the efficacy of Ayurvedic products.

AVP has also set up an ayurvedic hospital in Coimbatore, with residential facilities, for intensive ayurvedic treatments. It runs an ayurvedic college, brings out relevant publications, like ‘Ancient Science of Life’, an international journal. AVP has also set up trusts to promote ayurvedic research and training.

A professionally-managed and modern organisation, Arya Vaidya Pharmacy, Coimbatore, is engaged in modernising and popularising India’s great heritage of the Ayurveda.

Ayurveda: India’s 4500-year old heritage

Ayurveda is India’s 4500-year old medical system, written as a sub-text of the Atharva Veda. It is based on the interplay of Space, Air, Fire, Water and Earth. Ayurvedic treatment is a holistic and natural healing system that believes in treating the individual rather than the disease.

Based entirely on the premise that an individual is but a microcosm of the macrocosm - the Universe; it follows that a complete understanding of mind, body and spirit are in order but a study of the psychological, dietary, behavioural, lifestyle and environmental factors are equally important before any formal diagnosis of an individual's health can be offered.

Each person is an entity unto himself, his unique personality as well as his psychosomatic peculiarities (ifany), are also taken into account, making the patient an equal partner in the healing process.

The benefits of Ayurveda extend well beyond immediate cure. Besides getting to the root of the disease in order to cure it, Ayurveda ultimately aims in preventing a recurrence of the problem by helping the individual integrate the principles of ayurveda into his everyday lifestyle.

The fact that Ayurvedic medication has no unpleasant side effects on the body definitely helps in the final synthesis. As do the yoga and meditation, which is also, an essential part of the treatment.


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