AYURVEDA FOR MILLENIALS
As the world moves away from chemicals and towards natural products, the
ancient science of Ayurveda is gaining recognition for its preventive, curative
properties. The government of India is definitely sitting up and taking notice.
The AYUSH ministry of India is all set to rejuvenate and celebrate the
industry, within the next few years with grants and resources dedicated to
research and building hospitals. The existence of stressful lifestyles and
sedentary habits has created a new found relevance Ayurveda in today’s
generation. Dr. Vaidya’s, a company with a rich Ayurvedic heritage is aiming
take its traditional knowledge to this modern consumer: bring Ayurveda back.
Dr. Natoobhai Vaidya, one of the most renowned Ayurvedic doctors in
Mumbai, inherited his father’s practice in 1957. After more than 50 years of
medical practice, he passed away in December 2013 leaving behind a rich
legacy for the generations to come. From the 80s, Dr. Vaidya had a practice of
more than 300 patients per day, as well as a postal practice of more than 9000
patients across India and 3000 patients across the UK and Germany.
Dr. Vaidya’s: New Age Ayurveda is backed by 150 years of Ayurvedic
heritage and a history of curing diseases like obesity, diabetes, arthritis, and
more. Dr. Natoobhai Vaidya’s grandson, 6 th generation Vaidya & CEO of the
company, Arjun Vaidya, believes in reviving the next generation’s conviction
in the invaluable, age-old wisdom of Ayurveda. By making Ayurveda
aspirational and accessible, Arjun wants to influence a younger generation to
not only fight, but also prevent illnesses.
Dr. Vaidya’s – New Age Ayurveda, today, owns 96 FDA approved
formulations, over-the- counter medicines that tackle everything from low
immunity to hangovers. Their first launches, core to the brand ethos of new
age Ayurveda, are the LIVitup Hangover Shield & Liver Protector and
HERBOfit – Goodness of Chyawanprash in a pill.
LIVitup – Hangover Shield is the world’s first Ayurvedic hangover pill
that doubles up as a long-term liver protector. It reduces the conversion of
alcohol to acetaldehyde that will have you feeling fresh the morning after and
simultaneously reduces your chances of liver cirrhosis in the long term. It is
the brand’s traditional liver protector with a refreshed marketing story for the
new age consumer.
Herbofit is the ‘multi-vitamin of Ayurveda’ and something that every Indian
kid grows up having, Chyawanprash but, in a capsule form. Chyawanprash is a
sticky, bitter tasting black paste that is full of sugar that is sold in large bottles.