Ayurveda - A new trend in Cosmetic Industry- Perspective in current scenario
Medicinal Value of plants and their usage to treat ailments is deep rooted in Indian culture. Charak Samhita , the Holy Grail of Ayurveda, is the ancient
text available along with Susruta Samhita . However it is hard to establish the exact time of birth of Ayurveda , only correlations and circumstantial evidences can be established.
Buddha period is said to be the golden period for Ayurveda. Buddha himself is seen as the "healing guru”. Buddhist monks disseminated Indian medicinal knowledge Westward to Persia and Central Asia to China and to South Asia. Buddhism also took with it the knowledge to Southern part of the subcontinent and Srilanka.
You can find various references in Ayurveda of making oneself beautiful which has paved the path of translating Ayurveda into usage of cosmetics.
The Scientific community and general public are moving towards the herbal, organic and Ayurveda product and shunning the use of chemical based products. The concern for the side effects after using chemical based products is alarming. This fear of side effects has really surged up the demand for natural cosmetics and the consumers are becoming more and more interested in home made products. This has led to the discovery of a concept called “Gastronomia” which was existing in our Do It Yourself routine since ages but unconsciously we ignored it in the hustle and bustle of our daily routine life. Our grand mothers were always using cosmetic made out of their kitchen ingredients, their traditional household remedies are now mainstream cosmetics and catching up like a wild fire.
The Ayurveda natural cosmetic industry is growing at much faster rate than the overall cosmetic business growth rate.
The Industry's experts have a unanimous opinion on the industry sustained growth rate.
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| COSMO TECH EXPO- 2016 Pragati Maidan, New Delhi |
Mr. Rishabh Desai,
GM Sales & Marketing, Koel Colours Pvt. Ltd. "The awareness of this industry should go to the lower level as well. The awareness we are talking about is on the upper level, in the people like you and me who knows about the side effects of synthetic cosmetics. The awareness should go down the line to create revolution.
GM Sales & Marketing, Koel Colours Pvt. Ltd. "The awareness of this industry should go to the lower level as well. The awareness we are talking about is on the upper level, in the people like you and me who knows about the side effects of synthetic cosmetics. The awareness should go down the line to create revolution.
Dr. Alok S.Shah- Head Science & Technology Mkting, J.B Khokhani & Co.
"We are only scratching the surface, it is going to grow lot more primarily because consumer base is getting more educated and is more interested now. They are not willing to apply just anything on there bodies anymore. For them it is more about safety & efficacy. They want something to work and at the same time they want it to be safe. I see this trend growing. I do not think we are anywhere near saturation. In fact, lot of cosmetic companies are headed towards manufacturing of organic products".
Ms. Deepti Sawhney-ED, Avees BioCos
“Yes, indeed the sector is going to grow. Today’s consumers ask for natural products, organic products. The synthetic cosmetics are moving out of the market. The fear of side effects from using synthetic cosmetics is making customers move away from them. At the same time the natural products are coming to limelight with there benefits and this is the reason why they are gaining upper hand over the synthetic products.
Rural Market has always been the fascination of companies in consumer products and the cosmetic industry also finds this segment of market adding to their growth and profits. But Is Rural market, actually a good breading ground for Organic, Herbal and Ayurveda products.
Mr. Rishabh Desai-GM Sales & Marketing, Koel Colours Pvt. Ltd. " Yes it is. Even for us it is the focus sector where we are promoting natural ingredients at the economical prices but at the end of the day we are not the formulators we are only the raw material ingredients
suppliers , the awareness should go down to the finished product producers.
To develop this market we need good pricing.
suppliers , the awareness should go down to the finished product producers.
To develop this market we need good pricing.
Dr. Alok S.Shah-Head Science & Technology Mkting, J.B Khokhani & Co. " I believe so and I hope so . But I also believe personally that the transparency in herbal market is lacking under the brand of even Ayurveda . It is being used as a cover up to hide the idea of storing something artificial/chemical. There are lot of products in market- Ayurveda and herbal which are available in market for even less than INR 30 and these products are big hit in Rural markets. But the question is about there quality and this kind of education is highly lacking in rural market. In big metros and urban sector you find people questioning, how same products and compositions are available in cheaper rate if the same is sold at a higher price, Is it only branding and marketing ? or there is something else”.
Mr. Milan Patel-Visiting Executive, Arochem Ratlam Pvt. Ltd. “ The Rural market is not that huge. Only people above middle class and upper middle class have the notion of using organic, herbal and Ayurvedic products. People in rural areas are not fond of using herbal or ayurvedic products there is usage of only commercial cosmetics. The price and awareness is the major factor which is not letting the sector grow".
Ms. Deepti Sawhney-ED, Avees BioCos “ We have to work a lot when it comes to rural market. We have to educate them about organic products though we are getting them from farmers-the organic farming products but ironically they are not aware of the end products and there usage. They are still buying artificial cosmetic products and the products are cheap duplicates of the originals.
India and China have always been the most curious countries when it comes to the usage of Ayurveda and medicinal values of herb in treating various kinds of body aliments and beauty. Industry’s experts views on how different or same their practices are?
Mr. Rishabh Desai-GM Sales & Marketing, Koel Colours Pvt. Ltd. “ China is no comparison to India. China does not believe in good quality products. The richness of Ayurveda and the herbs which we have in India is not to be found anywhere in the world. We as an Indians has deep knowledge of herbs and Ayurveda, China does not posses the same”.
Dr. Alok S.Shah-Head Science & Technology Mkting, J.B Khokhani & Co. “ China and India are different. We have got Ayurveda which is a very ancient source of knowledge for our people for our culture. They have got traditional Chinese medicines which is also similarly the ancient source of knowledge. It is about what works for which aliment and what we are looking for. Indian traditional Ayurveda and Chinese traditional medicine, there is not too much difference when it comes to the end result. The Chinese are much like us, it’s all about the bottom line-cheap sourcing, cheap production. India does lot of importing from china there are many things which are available at the cheaper prices in china which are also available in India but at the higher prices.”
Mr. Milan Patel-Visiting Executive, Arochem Ratlam Pvt. Ltd. “India is different from china in ayurevedic products, as the main invention of Ayurveda is from India. India is a country which is very much rooted in culture and in home remedies so psychological it connects better, if it is Ayurveda, should be from India. India is a country of medicinal herbs in India there is no Chinese brands which are popular ayurvedic products. China is strong in tea and plantation not Ayurveda. India is hub of medicinal plants".
Ms. Deepti Sawhney-ED, Avees BioCos “ India has a big advantage over China. Firstly, India is land of farmers and the organic farming has attained a level in India china is still lagging behind. The land here is certified as organic and the cultivation from such farms are certified as organic products driven out of organically certified farms which
are greatly valued".
are greatly valued".
India has a huge knowledge base for using natural products, this knowledge is well inhered in our genes and unlike the whole world we were always been an easy students when it came to it’s understanding and well adapted its benefits. Does this understanding of organic products have pushed the Indian consumers in accepting herbal , ayurvedic products that easily.
Mr. Rishabh Desai-GM Sales & Marketing, Koel Colours Pvt. Ltd. “ True. The campaigns done by Baba Ramdev , Art of Living and others have stirred things up. People are drastically changing their attitude, they have started believing and agreeing to the beneficial side of herbs and there products. It is the cost which is acting as a hindrance to this switch. the switch from regular cosmetics to herbal and Ayurveda".
Dr. Alok S.Shah Head Science & Technology Mkting, J.B Khokhani & Co.
“ It is a cycle, back in the day people were using natural and herbal products, there
were no other options available we were unexposed. Now suddenly we are exposed to
western products, they seemed new, they seemed attractive so they got the attention.
Take an example of VICO Turmeric cream, products like these have always
been around which were deeply rooted in Indian Ayurveda and was growing around.
People have enjoyed using western products and now they are done with it, all the excitement has died which brought the phase of change over. People want to dig
little deeper and find out what’s real. We are done with chemicals.
They want the real understanding of how using a particular products effect them.
Ayurveda has always been there, when we used to fall sick our grand mother used to suggest us home made remedies to cure the discomforts. We have always been knowing about these. Science is catching up now and explained us the medicinal values of herbs which actually is known to our ancestors since long. So it’s just the catching up which we are doing".
“ It is a cycle, back in the day people were using natural and herbal products, there
were no other options available we were unexposed. Now suddenly we are exposed to
western products, they seemed new, they seemed attractive so they got the attention.
Take an example of VICO Turmeric cream, products like these have always
been around which were deeply rooted in Indian Ayurveda and was growing around.
People have enjoyed using western products and now they are done with it, all the excitement has died which brought the phase of change over. People want to dig
little deeper and find out what’s real. We are done with chemicals.
They want the real understanding of how using a particular products effect them.
Ayurveda has always been there, when we used to fall sick our grand mother used to suggest us home made remedies to cure the discomforts. We have always been knowing about these. Science is catching up now and explained us the medicinal values of herbs which actually is known to our ancestors since long. So it’s just the catching up which we are doing".
Mr. Milan Patel-Visiting Executive, Arochem Ratlam Pvt. Ltd. “ In every industry there is a trend shift, so till now it was artificial cosmetics
and now people are so over it. So what we are seeing now is the shift".
Ms. Deepti Sawhney-ED, Avees BioCos
“ Previously when people used to say use your kitchen ingredients they may be
beneficial cosmetic agents, people used to laugh about it but now gastronomia is quite
popular. People have started relating to butter they eat with its healthy moisturizing
property for skin. Jelly, Moose,there are ample of such products. New products have been
launched in markets which are lookalike of these edible product using their hidden intrinsic properties and benefits to serve us the same. Our grandmothers and the people before them have always been a stronger believer of using homemade recipes to enhance and grow their beauties. THE OLD TREND IS BACK".
beneficial cosmetic agents, people used to laugh about it but now gastronomia is quite
popular. People have started relating to butter they eat with its healthy moisturizing
property for skin. Jelly, Moose,there are ample of such products. New products have been
launched in markets which are lookalike of these edible product using their hidden intrinsic properties and benefits to serve us the same. Our grandmothers and the people before them have always been a stronger believer of using homemade recipes to enhance and grow their beauties. THE OLD TREND IS BACK".
The focus has always been on the Women population when it comes to Cosmetic Industry but we forget about the fact that men in today’s world are equally conscious about their skin and looks which is quite evident by the recent focus and launches of multiple products in men’ s section. The market today is flooded with Men face washes, shampoos, fairness creams. Is this really the segment of market which will add to the herbal and Ayurveda industries growth?
Experts believe
Dr. Alok S.Shah-Head Science & Technology Mkting, J.B Khokhani & Co.
“In terms of natural products, the idea itself is so vast that you can target men you can
target women. Women have always been the one who used traditionally lot of beauty products but now companies have started moving towards appealing to men as they usually don’t and yes it is a huge market, huge opportunity. It’s only a matter of appealing to them".
Mr. Milan Patel-Visiting Executive, Arochem Ratlam Pvt. Ltd. “Men grooming range is increasing in market day by day. In herbal and in Ayurveda the potential which women sector has is not equivalent to men. When it comes to beauty
products they are more focused towards women as they have always been primary
potential clients. They spend more time, energy and efforts when it comes to using cosmetics comparative to men but time is changing for sure, if you see 5 years back
there was no men face wash, no body wash. Everything was unisex. Now things are getting categorized customers are becoming more aware of the choices available in the market and it all has impacted on the growth".
Export status and governmental policies for the sector
Mr. Rishabh Desai-GM Sales & Marketing, Koel Colours Pvt. Ltd. “ Formulators should create awareness among themselves to cut down the cost, they have to be ethical sound as it is not hard to cut down the cost in comparison to the synthetic based cosmetics. Government should cut down the taxes and help promote natural ingredients the same way as Mr. Modi is doing Swach Bharat Abhiyan, same kind of campaign should be adopted to promote natural cosmetics. It all boils down to cost. Companies need profits but it has to be managed smartly to cut down the cost. India is among top three when it comes to exporting natural products. Out of India the awareness is sharp, they will not compromise on product quality. The government and society as a whole has to create the awareness on the using on good quality products".
Mr. Milan Patel-Visiting Executive, Arochem Ratlam Pvt. Ltd. “ The export of Ayurveda and herbal products from India is exceptionally well. Africa, Europe, America everywhere Indian products are widely accepted. Consumers from western world has this notion that Indian products esp. in Ayurveda and herbal are good so the demand is going to surge and will keep on growing".
Mr. Milan Patel-Visiting Executive, Arochem Ratlam Pvt. Ltd. “ The export of Ayurveda and herbal products from India is exceptionally well. Africa, Europe, America everywhere Indian products are widely accepted. Consumers from western world has this notion that Indian products esp. in Ayurveda and herbal are good so the demand is going to surge and will keep on growing".
