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.

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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