Amway India has nearly 25% share of the premium Chyawanprash market: Ajay Khanna

Hence, Chyawanprash by Nutrilite was a natural extension to Amway’s traditional herb nutrition portfolio. Amway India entered the Chyawanprash market with its Chyawanprash by Nutrilite brand in April this year. Given the heightened awareness for health with a continued focus on immunity the company expects Chyawanprash by Nutrilite will support the need of the growing immunity market.

To create awareness and push the product a campaign comprising two digital films has been created. The films were created to reinforce the brand ethos of assisting people in living better, healthier lives, as consumers increasingly seek ‘good for us’ ingredients to maintain a healthy lifestyle.

In an exclusive conversation with Adgully, Ajay Khanna, CMO, Amway India, spells out the company’s strategy and approach to enter the Chyawanprash market. He also elaborates on how they plan to tap this market, as well as explains the rationale behind the two ad films.

Watch the film:

https://youtu.be/i7Fq2YQ2gEI

Every other brand has entered the nutrition market ever since COVID-19 struck the world. Are you not late to tap this market with Chyawanprash by Nutrilite? How are you differentiating your product offerings?

Backed by Nutrilite’s 80-year legacy of scientific research perfecting the proprietary seed-to-supplement journey, Amway has been offering product solutions in the nutrition space for more than six decades. With the growing inclination for herbal nutrition products and with our formidable expertise in the nutrition space, we forayed into the traditional herb nutrition category with Nutrilite Traditional Herbs Range in 2018 and received tremendous response for the product range. Hence, Chyawanprash by Nutrilite was a natural extension to Amway’s traditional herb nutrition portfolio. Chyawanprash has been one of the most popular Ayurvedic formulations known for its immunity and rejuvenation properties. It is widely sold and consumed as a dietary supplement in India. As for the nutrition and immunity are concerned, there are no early or late bloomers. Given the heightened awareness for health with a continued focus on immunity, I feel we are in the right place at the right time with the right product – Chyawanprash by Nutrilite to support the need of the growing immunity market.

Chyawanprash by Nutrilite is a concentrated blend of nutrient-rich 32 herbs, made with 16 certified organic ingredients authenticated by DNA fingerprinting and no preservatives, which gives our product a competitive advantage in the market. Backed by Nutrilite’s 80-year legacy of scientific research perfecting the proprietary seed-to-supplement journey, Chyawanprash by Nutrilite brings together the best of Nature, Best of Science and Best of Traditional Wisdom. Chyawanprash by Nutrilite is certified by ECOCERT under National Program for Organic Production (NPOP) Standard as it is made with 16 organic ingredients.

The herbs used in the product offers the highest level of Purity, Safety and Potency.

The efficacy of a product has a direct correlation with the quality of the ingredients that goes into the making, therefore, stringent processes are followed to ensure routine testing of all the raw materials used in formulating our products.

The herbs used in the product are DNA fingerprinted to ensure right species and quality of herbs are used, with active form and free from contamination.

We adhere to the global standards of product excellence, which is our hallmark. We conduct more than 30,000 annual product quality tests at our laboratories around the world to guarantee the potency of the product

These herbal supplements are prepared from certified non-GMO sources to prevent any unknown health hazards and ensure safety.

Further, at the development phase, Good Manufacturing Practices are followed to maintain the safety, proper identification, and highest quality of the product.

How have you positioned your product in the market to be noticed? What is unique about your product that will compel people to try it?

We take great pride in having perfected the plant-based approach to dietary supplementation, owing to Nutrilite’s 80 years legacy. This scientific approach has helped Nutrilite become the world’s best-selling vitamin and dietary supplement brand, making it one of the most trusted nutrition brands. Aligned with the Nutrilite brand ethos, Chyawanprash by Nutrilite is positioned as a premium quality product that brings together the best of nature and science with the best of Indian traditional wisdom. Chyawanprash by Nutrilite is certified by ECOCERT, under National Programme for Organic Production (NPOP) Standard, as it is made with 16 organic ingredients, which is one of the few of its kind in the market. Chyawanprash by Nutrilite comes with no preservative and is made of 100% organic Amla, which is the primary ingredient of Chyawanprash, making it one of the preferred choices. Currently ranked among the top three brands, Amway India holds a distinctive position with nearly 25% of the market share of the premium Chyawanprash market, which is pegged at Rs 100 crores (as in 2020).

Some of the factors that bring consumers closer to our offering are the product itself, which uses locally sourced herbs from certified organic farms, aligning to the country’s vision to be ‘vocal for local’. Also, keeping in mind the safety and sustainability-conscious world, we, at Amway, have been vocal about our comprehensive traceability approach, highlighting Amway’s nine-step ‘seed to supplement’ journey, ensuring strict control on the quality of the product. Additionally, the modern techniques used for developing the product, such as DNA fingerprinted herbs, usage of assured levels of active ingredients in each product, developed from non-GMO sources, in addition to the good manufacturing practices ensure the highest level of safety, purity, and potency of our product, making our offering unparalleled and distinct in the marketplace.

What is your objective for the two new films – ‘Goodness Inside’ and ‘Dadu Ki Dukan’? Who are these films targeted at and could you elaborate on the TG?

The films were created to reinforce the brand ethos of assisting people in living better, healthier lives, as consumers increasingly seek ‘good for us’ ingredients to maintain a healthy lifestyle.

Through two engaging and emotive digital films, the campaign brings to life the act of goodness in people by which they help others live better lives, which is analogous to Chyawanprash by Nutrilite, which contains the goodness of 32 herbs, aids in supporting immunity and each function of the body. Each film highlights Chyawanprash by Nutrilite and its benefits, while tying it back to the real-life situations, and is centered on the heartwarming message of ‘acchai ka swaad’.

The consumer-centric digital films capture people’s unwavering spirit and reflect shared values of spreading goodness throughout society. In a crowded market, this campaign brings alive the spirit of doing good through simple and powerful storytelling and raises awareness about the product in ways that are compelling to our audience. The films depict that goodness isn't bound by any physical demarcation and that one must look after those around them while this spoonful of goodness looks after them. It reaffirms the belief that goodness is a choice we make every day, just like the goodness found in Chyawanprash by Nutrilite.

With the exploding trend of consumers, particularly those under 35, exploring traditional ingredients and ‘going back to roots’, Amway has been aggressively innovating and strengthening its product offering under the traditional nutrition herbs range from Nutrilite. Through this campaign, we are targeting people across all age groups (Chyawanprash by Nutrilite is meant for consumption for consumers above 6 years old), specifically reaching out to women, parents and U35. Health, wellness, immunity, and nutrition are some of the highly searched keywords on the net, which reflects what consumers are looking for. Therefore, health-conscious consumers who show keen interest in health and wellness and are on an active lookout for solutions that help them build their health with strong immunity are those we will be targeting through this campaign.

What’s your engagement strategy with your audience and how do you plan to leverage the film to reach the right audience in a cluttered market?

As people spend more time online than ever before, we have used social platforms to communicate and engage with a larger audience, bringing our product offering to their attention through an emotive storytelling approach. Thereby, helping consumers to choose a product that will help them achieve their health and wellness goals. As part of this process, we have extensively leveraged social media platforms given how it has completely disrupted the way brands communicate and interact with their consumers, particularly the U-35 segment. These films have been rolled out across digital platforms such as YouTube, Facebook and Instagram, further amplifying it using Twitter and LinkedIn.

In this cluttered market, through the ‘Goodness Inside’ campaign, we aim to enable self-discovery of the new product through simple and potent storytelling that creates awareness about the product in ways that are compelling to our audience. For this campaign, we have devised a well-thought-out social media strategy with the goal of reaching more than 2.5 million people. Through this campaign, we are targeting people across all age groups, specifically women, parents and U35 (Chyawanprash by Nutrilite is meant for consumption for consumers above 6 years old).

Any grid or model that has been worked out to evaluate the effectiveness of the campaign? How do you plan to check the role and effectiveness of the two films?

We have conceptualised this campaign, keeping it relevant to the current market scenario and consumer needs. The effectiveness of this digital campaign #goodnessinside will be studied through multiple measures such as the increase in searches for Amway Chyawanprash, Chyawanprash by Nutrilite, Immunity and other related keywords, increase in social conversations and mentions around our campaign #goodnessinside, the increase in our website traffic during the campaign period and impact on sales during the campaign period.

We are also planning to take the feedback from our direct sellers and retailer community to understand how the campaign has helped them drive conversation around health and immunity with their customers.

In addition to metrics/ variables mentioned above to evaluate the campaign, the impact of the campaign will also be studied based on the impact the campaign/ individual films are having on the key brand KPIs, that is, Awareness, Familiarity and Consideration, through Brand Lift survey in real-time. In the first ten days of the film going live, the campaign garnered a reach of more than 10 million across our YouTube and Facebook handles. The initial Brand Lift survey of the campaign has been very positive, indicating an absolute lift of +2% to +5%, as for the brand awareness and ad recall is concerned. Likewise, the Facebook BLS is another way of measuring the key brand KPIs such as the ad recall, familiarity, and the action intent to ascertain the campaign effectiveness. These matrices will help us evaluate the overall impactof the campaign and the influence it has had on the brand and the category.

Being a direct selling company, are you looking beyond your normal channels to boost the sales?

Operating in the FMCG Direct Selling space, we have been selling our products through 550,000 direct sellers and retailers, which is Amway’s core sales channel with a strong reach across the length and breadth of the county. Amway is uniquely placed, as this sales channel enables us to reach out to the consumers and highlight the immense benefits of our specialised product through one-on-one engagement, building meaningful conversations and making a relevant recommendation to our end-consumers. Further, with growing digital adoption and people increasingly looking for solutions in the online space, we are strengthening our digital platforms and social network to reach the relevant target audience, alongside boosting our engagement with relevant online communities. In this internet-connected world, digital leaflets play an integral part in our sales promotion, which is highly engaging and shareable, enabling sharing of the product information with widened reach. Additionally, we have been aggressively encouraging and empowering our direct sellers and retailers with the required skills and tools to build communities of customers online and offline, thereby supporting them to grow their business and boost sales.