From turmeric shots to ashwagandha-infused pills: Millennials seek an ayurvedic solution for hangovers
Health-conscious millennials reaching for snazzily packaged herbal shots and ayurvedic pills after those binge-drinking nights.
Health-conscious millennials are going traditional to combat modern-day maladies such as hangovers after a night of binge drinking, with quite a few brands including Shunya, The Auric, Akiva and Dotshot catering to the growing demand.
No longer are millennials popping aspirins for a hangover. They are taking a “shot” of haldi (turmeric) or reaching into a “party pack” of ayurvedic anti-hangover capsules. And, if they are on a diet but want to avoid problems that come with artificial sweeteners, an ashwagandha-infused, stevia-sweetened fizzy drink is preferred.
“We’re catering to the same person who drinks green tea and coconut water instead of cola; who wants to go to a gym and looks for mindfulness content,” says Deepak Agarwal, founder of The Auric, a brand of herb-infused drinks with variants like Skin Radiance and Body Defence.
In February, Siddhesh Sharma from the family that runs the 102-year-old Baidyanath group of herbal products, launched a herbal anti-hangover product called Armr and a brand of herb-infused vitamin drink called Shunya. The new venture (unrelated to the Baidyanath group) aims to make health “cool and exotic”, Sharma says.
The ayurveda segment was set to be valued at Rs 30,000 crore by 2018-end, according to a CII report, with 75% of that made up of ayurvedic products. The rest consists of services such as medical and well-being tourism, ayurvedic retreats etc.
Business is good, and these brands are using non-traditional means to market their products.
Sharma says 500,000 bottles of Shunya have been sold so far, while Agarwal says the company sold 30,000 bottles last month, with online sales registering 60% month-on-month growth.
Rs 2k-cr Market for ‘Functional Drinks’: Sharma
The market for “functional drinks” like Shunya is Rs 1,500-2,000 crore, which is just 3-4% of the bottled drinks markets, says Sharma.
Shunya is ashwagandha-infused but is also available in a fizzy variant, which could even be used as a healthy mixer for cocktails, although the brand hasn’t been positioned that way, Sharma says. The sugar in carbonated drinks causes the health problem, not the fizz itself, says Agarwal, who is planning to launch a fizzy variant soon.
Dr Vaidya, which sells anti-hangover capsules Livitup, has tied up with wedding and event planners and provides “hangover kits” equipped with their own products, band-aid kits, other medicines and a hand sanitiser.
Others are setting up stalls in parks to catch people on morning runs, employing digital influencers and tying up with health cafes, salons and spas. Dotshot, a hangover shot whose main ingredient is turmeric, claims it is clinically effective. It sells in Sweden, and will so ..
, and will soon be available in Mexico, says Viraj Patel, director of parent company K Patel Phytochemicals.
Party Smart, the anti-hangover capsule from Himalaya, is available in the US, while Akiva, a brand of Ayurvedic “shots” of herbs like triphala and amla, is present in the UK and the US. Livitup, too, retails in the US, UK and the Middle East.
Although established brands such as Patanjali sell scores of ayurveda-based products, many millennials are uncomfortable admitting that they use them due to a lack of aspirational quality associated with the brand, Agarwal of The Auric says. The line between what is healthy and what’s not also seems to be changing. Ajitha Menon, an Ayurvedic doctor practising in Thrissur, Kerala, says real Ayurveda treatment embraces bitter tastes as they help produce more saliva and aid in digestion. These products, however, claim to solve the bitterness problem by extracting only the active ingredients from herbs or adding other sweet-tasting elements such as coconut water or stevia.
Brand owners claim their products are tested for efficacy, although Menon points out that while active ingredients may make them taste better, they will not necessarily be effective. While herbal drinks are priced on par with vitamin drinks in the market, consumers are willing to pay a premium for the hangover products. Getting rid of a hangover through herbal “shots” can cost as much as Rs 100 for 50-70 ml, depending on the brand. Herbal capsules by brands such as Himalaya and Dr Vaidya cost Rs 600-800 for a “party pack” of 50 capsules.
Source : https://economictimes.indiatimes.com/magazines/panache/bon-apptit-this-bird-holds-a-special-place-in-the-hearts-on-the-plates-of-bengalureans/articleshow/69406882.cms
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