MUMBAI, September 20, 2017 /PRNewswire/ --
'Vaidya' means Ayurvedic doctor and, Arjun Vaidya, CEO of Dr. Vaidya's, comes with 150 years and 6 generations of Ayurvedic legacy. With this rich legacy though, he believes that somewhere Ayurveda has lost its appeal in the modern generation. His grandfather was one of India's most successful Ayurvedic doctors but in the 21st century, consumers have begun to lose touch with this 5,000-year old science. With 4 years at Brown University studying Economics and Politics and 2.5 years in Finance, he decided to drop it all and go back to Ayurveda, the science that was in his blood and his last name.
"The biggest challenge that Ayurveda was (and is) facing today is that it does not speak or relate to the modern consumer. In our family, we had years of research tried and tested on thousands of consumers and in the process, developed 96 Indian FDA-approved proprietary formulations but the appeal to the new age is lacking," says Arjun. Thus, he set out on a journey, to disrupt Ayurveda and reinvigorate its tradition to make it accessible to the modern world - Ayurveda for the 21st century.
In Mid 2016, he sat down with the age-old family scriptures and his grandfather's laptop thinking about the lifestyle issues faced today and the ways Ayurvedic research could help deal with them. Modern consumers live a fast-paced lifestyle, over-exert, sleep poorly and thus like to unwind. This 'work hard and play hard' lifestyle leads to low energy, fatigue, low immunity and occasionally terrible Saturday and Sunday mornings (from hangovers). The issues are clear and now the traditional science needed to step-in to solve these issues.
Most Indian kids grow up having Chyawanprash (a nutritive jam known as 'the multi-vitamin of Ayurveda'), a bitter, sticky paste, loaded with sugar and inconvenient to consume. The image of a mother stuffing Chyawanprash in one's mouth is etched in the memory of most Indians. Modern consumers are on the go and need something that is healthier (less sugar), convenient and solves the taste issue. For this, Dr. Vaidya's developed a 'multi-vitaminized' version of the age-old jam called HERBOfit that synergizes the 21 active ingredients of Chyawanprash in a 280 mg capsule. The product has 1/60th the sugar content of a spoon of Chyawanprash. HERBOfit is one's pocket size, convenient bite of health for daily revitalization, energy and immunity - the necessary boost for the modern consumer.
With increased stress and fast-paced lifestyles, unwinding has become a must today. A weekly night out or some kind of celebration where alcohol is being consumed has become very common. While the night out is necessary for one's recreation and relaxation, the morning after has really become a bane. Nausea, vomiting and headache are the most common signs of a hangover that one cannot afford to experience, as they need to 'go on with their day'. After 1,000s of consumer tests, Dr. Vaidya's launched LIVitup Hangover Shield and Ayurvedic Liver Protector. The product is a renewed form of an age-old long-term liver protector that prevents increased expulsion of acetaldehyde from the system post-alcohol consumption. When a LIVitup capsule is consumed, it reduces alcohol conversion to acetaldehyde. This prevents the hangover in short-term and protects the liver in the long-term. After thousands of tests and more than 100,000 hangover-free customers in one year, this product is now set to make its mark across the globe. Dr. Vaidya's has recently received U.S. FDA approval (in the food supplement category) and is poised to expand globally having already fulfilled an export to China.
With renewed packaging and new messaging for Ayurveda, Dr. Vaidya's is taking this science to modern consumers in a palatable format. The key is to solve real issues that one faces today using traditional goodness. The brand has adopted a disruptive marketing strategy and instead of using traditional methods is going directly to the consumer at point of consumption. With LIVitup, they are definitely one of the first companies to take Ayurveda to bars, pubs, clubs and concerts - a feat in itself. Two products are just a start for this company as they have now repackaged another 22 products and are now taking their products pan India and to more than 10 countries in the next year. Arjun adds, "My aim is to be the company that takes Ayurveda to modern consumers worldwide. Yet, I am deeply rooted in my heritage and thus each one of our products bears the mark, 'Proudly Indian'."
Advertisement
'Vaidya' means Ayurvedic doctor and, Arjun Vaidya, CEO of Dr. Vaidya's, comes with 150 years and 6 generations of Ayurvedic legacy. With this rich legacy though, he believes that somewhere Ayurveda has lost its appeal in the modern generation. His grandfather was one of India's most successful Ayurvedic doctors but in the 21st century, consumers have begun to lose touch with this 5,000-year old science. With 4 years at Brown University studying Economics and Politics and 2.5 years in Finance, he decided to drop it all and go back to Ayurveda, the science that was in his blood and his last name.
Advertisement
"The biggest challenge that Ayurveda was (and is) facing today is that it does not speak or relate to the modern consumer. In our family, we had years of research tried and tested on thousands of consumers and in the process, developed 96 Indian FDA-approved proprietary formulations but the appeal to the new age is lacking," says Arjun. Thus, he set out on a journey, to disrupt Ayurveda and reinvigorate its tradition to make it accessible to the modern world - Ayurveda for the 21st century.
In Mid 2016, he sat down with the age-old family scriptures and his grandfather's laptop thinking about the lifestyle issues faced today and the ways Ayurvedic research could help deal with them. Modern consumers live a fast-paced lifestyle, over-exert, sleep poorly and thus like to unwind. This 'work hard and play hard' lifestyle leads to low energy, fatigue, low immunity and occasionally terrible Saturday and Sunday mornings (from hangovers). The issues are clear and now the traditional science needed to step-in to solve these issues.
Most Indian kids grow up having Chyawanprash (a nutritive jam known as 'the multi-vitamin of Ayurveda'), a bitter, sticky paste, loaded with sugar and inconvenient to consume. The image of a mother stuffing Chyawanprash in one's mouth is etched in the memory of most Indians. Modern consumers are on the go and need something that is healthier (less sugar), convenient and solves the taste issue. For this, Dr. Vaidya's developed a 'multi-vitaminized' version of the age-old jam called HERBOfit that synergizes the 21 active ingredients of Chyawanprash in a 280 mg capsule. The product has 1/60th the sugar content of a spoon of Chyawanprash. HERBOfit is one's pocket size, convenient bite of health for daily revitalization, energy and immunity - the necessary boost for the modern consumer.
With increased stress and fast-paced lifestyles, unwinding has become a must today. A weekly night out or some kind of celebration where alcohol is being consumed has become very common. While the night out is necessary for one's recreation and relaxation, the morning after has really become a bane. Nausea, vomiting and headache are the most common signs of a hangover that one cannot afford to experience, as they need to 'go on with their day'. After 1,000s of consumer tests, Dr. Vaidya's launched LIVitup Hangover Shield and Ayurvedic Liver Protector. The product is a renewed form of an age-old long-term liver protector that prevents increased expulsion of acetaldehyde from the system post-alcohol consumption. When a LIVitup capsule is consumed, it reduces alcohol conversion to acetaldehyde. This prevents the hangover in short-term and protects the liver in the long-term. After thousands of tests and more than 100,000 hangover-free customers in one year, this product is now set to make its mark across the globe. Dr. Vaidya's has recently received U.S. FDA approval (in the food supplement category) and is poised to expand globally having already fulfilled an export to China.
With renewed packaging and new messaging for Ayurveda, Dr. Vaidya's is taking this science to modern consumers in a palatable format. The key is to solve real issues that one faces today using traditional goodness. The brand has adopted a disruptive marketing strategy and instead of using traditional methods is going directly to the consumer at point of consumption. With LIVitup, they are definitely one of the first companies to take Ayurveda to bars, pubs, clubs and concerts - a feat in itself. Two products are just a start for this company as they have now repackaged another 22 products and are now taking their products pan India and to more than 10 countries in the next year. Arjun adds, "My aim is to be the company that takes Ayurveda to modern consumers worldwide. Yet, I am deeply rooted in my heritage and thus each one of our products bears the mark, 'Proudly Indian'."
About Dr. Vaidya's:
Dr. Vaidya's is a new age Ayurvedic products business founded by a family with 150 years of Ayurvedic heritage. Over the last 150 years, family members have passed down formulations from generation to generation and treated thousands of patients in the process. Today, the company owns 96 FDA approved formulations for Ayurvedic proprietary medicine all manufactured in-house.
At Dr. Vaidya's, we want to revolutionize the way Ayurvedic products are marketed. We aim to create new age products that make Ayurveda sexy, fun and aspirational for the modern consumer in a form that is appealing and accessible.
Media Contact:
Trisha Rajani
[email protected]
+91-9167710709
Public Relations & Marketing Strategist
Dr. Vaidya's (Herbolab India Pvt Ltd)
