Chyawanprash
Chyawanprash is a wonderful Ayurvedic heath tonic, which is increasingly gaining popularity in India. It boosts the energy levels and strengthens the immune system of the body. Chyawanprash is truly an elixir of life, as it helps to prolong the longevity of life. Known for its nutritional value, it is highly beneficial for the human body and also helps to get rid of various forms of diseases.

Chyawanprash is spelled differently by people. Some call it Chyavanprash or chyavanaprasha, while others pronounce it as chyavanaprasam and chyawanaprash. Talking about the origin of Chyawanprash, the credit for the initial preparation of this herbal tonic can be accredited to Chyawan Rishi. In fact, this tonic has been named after him. To know about the uses of Chyawanprash, read further.

Chyawanprash Ayurvedic Tonic
Known as the elixir of life, Chyawanprash is of great value in Ayurvedic treatment. It is an ancient Ayurvedic tonic that serves as the best and the most natural health supplement for the human body. Well, Chyawanprash is a brown colored sticky paste that is quite thick in consistency. It has a blend of sweet and sour taste and this is what makes it quite popular amongst the youngsters.

Chyawanprash Benefits
Chyawanprash is a reservoir of benefits. There are distinct ways of defining Chyavanprash such as energy booster, rejuvenator, health tonic and many more. It offers a multitude of health benefits for which it has become so popular in India. In today's times, people are leading such an unhealthy lifestyle that is characterized by improper diet, lack of exercise and sedentary job.

Chyawanprash Ingredients
A large number of Companies are engaged in the manufacturing of Chyawanprash, therefore the composition differs from one brand to another. The herbs that are brought to use varies from 25 to 80 in number, however, one ingredient that remains unchanged is Amla. In fact, it is one of the prime herbs used for preparing Chyavanprash. Other vital ingredients consist of cinnamon, honey, asparagus, dried catkins, ghee, dehydrated sugar cane etc.

Chyavanprash is a 300 crore category with Dabur owning around 60-63% market share. The rest is held by Emami, Himani and other companies put together.
The competition has been hotting up in this category. This is due to the increase in demand for the health foods in the country. The root cause for such an increase in demand lies in the Psychographic profile of the Indian consumer. In other words, because of the changing lifestyle of Indian consumer.

Himani wants its share in the growing pie of this market. Dabur has roped in Amitabh Bachchan to endorse the product. So to compete with the big B, there is no other choice but Shah Rukh.
Shah Rukh makes perfect sense because of the unstoppable energy he has and the dream run he has at Bollywood.

Himani wants to get the share in the premium segment of the chyawanaprash market.
Sona chandi is positioned in the health platform offering both physical and intellectual well being.
Regarding the communication, as with Tata Indicom ad, the agency failed to impress even with the bubbling Shahrukh which could be blamed on the poor execution of the ad. With Shahrukh, Himani could have made headway across the market, but alas.......

Emami is the personal and healthcare major decided to enter into the chyawanprash market in 1999.
A spoonful of chyawanprash twice a day is consumed in India households (mainly in Northern & eastern regions) as an essential food product in winter. It builds immunity, protects from cough & cold, activates digestion system and boosts energy and vitality, more so for the children and elderly.
Emami had a dual challenge –## creating an image of the company in the ayurvedic market and ## fighting the established brands in the market such as Dabur, Baidyanath, Zandu and many other regional players.
Dabur was very aggressive in the media with a strong positioning of immunity, protection from cough and cold for the family. Baidyanath and zandu were long time players with loyal consumer base. They focused on gold which helps to immune and silver to become cleaver.
Emami created a unique chyawanprash, which is softer, tastier and included gold and silver as prime ingredients.
It was given simple brand name, easy to remember – Sona Chandi Chyawanprash.
A unique square shaped, gold coloured packaging with gold foil label gave it a premium and distinct look from the other brands.
The brand’s ad showcases Shah Rukh Khan in a double role, one physically strong and the other mentally agile. The two go on to merge and form a perfect combination of 'Surakshit Tan, Tez Dimaag'. In fact, Sona Chandi is the first Chyawanprash to promise mental agility, in addition to just physical strength, states an official release. Sourav Ganguly and Sunny Deol have featured in earlier ad campaigns of Sona Chandi Chyawanprash. Strong visuals with Kallaripet (traditional martial arts of Kerala) fight with sword and shield were made.
Says Emami director Aditya V. Agarwal, "The new ad campaign truly communicates the rejuvenating properties of Sona Chandi Chyawanprash. A healthy body and a stable mind are two very important attributes for being successful in life. Shah Rukh Khan perfectly fits into this definition. His personality and the brand promise of Sona Chandi synchronises well with each other."
It strived to earn consumer’s confidence through money-back offer.
Consumer study showed that there was some disbelief about real gold content. So, a gold challenge offer was formulated.

PROFIT INCREASE:
Kolkata-based FMCG Company, Emami Ltd is looking at 30 per cent addition to its total turnover from the winter brands for the season.

The company forayed into two high potential niche categories of petroleum jelly and glycerine soap with Emami Vasocare and Emami Pure Skin. It is also penetrating deeper into the OTC segment nationally with Sardi Ka Cough Syrup.

Aditya V. Agarwal, director, Emami, said, "We are targeting sales of around Rs 200 crore with entry into new categories, growth in consumer care division and aggressive marketing plans. Our brands like Boroplus antiseptic cream, Malai Kesar cold cream, and Sona Chandi Chyawanprash have achieved consistent growth in the past. We also aim to fortify the position of the recently introduced products like Emami Vasocare and Emami Pure Skin, by attaining significant market share."

"Emami, being one of the largest ad-spenders, would be investing about Rs 60-80 crore on advertising and promotions for its brands. We would be reaching out to almost 15 lakh households pan-India through door-to-door activities and promotions and hence increase our presence countrywide," he added.

INGREDIENTS:
Emami offers sona chandi chyawanprash. Sona chandi chyawanprash was launched by himani in 1999 positioned around the concept of "surakshit tan, tez dimag".
Based on years of research by himani ayurveda science foundation, sona chandi chyawanprash is fortified with the super power of gold & silver along with 52 rare herbs & minerals.
Scientific way of herb collection, latest production methods ensure that the natural goodness of the herbs remains preserved. Rich in vitamins a, c, d3, calcium, iron, protein, carbohydrates, and sona chandi chyawanprash is an excellent immunity builder, it fortifies the entire system. Gold, silver & saffron the prime components, give sona chandi a distinct competitive edge. Other highly effective herbs like brahmi, haritaki, amla, Arjuna, apple juice, pippali etc. Make this chyawanprash a true "elixir of life". A number of major ingredients in this product feature Sandal, Rose, Pearl, and Bael along with 29 herbs as well as minerals including gold and silver.

Cinnamon
It's one of the oldest known spices. To prepare it, the bark of the cinnamon tree is dried and rolled into cinnamon sticks, also called quills. Cinnamon can also be dried and ground into a powder.
The characteristic flavour and aroma of cinnamon comes from a compound in the essential oil of the bark called cinnamon aldehyde.
Although there are four main varieties of cinnamon, Ceylon cinnamon and Cassia cinnamon are the most popular.
Ceylon cinnamon is sometimes called true cinnamon. It is more expensive and has a sweet taste. The quills are softer and can be easily ground in a coffee grinder. Ceylon cinnamon is sold in specialty stores.
Most cinnamon sold in supermarkets in North America comes from the less expensive variety, Cassia cinnamon. It has a darker color and the quills are harder. Unlike Ceylon cinnamon, it can't be easily ground into a powder using a coffee grinder.
Why do People Use Cinnamon?
Besides using it in cooking, cinnamon is also thought to have health benefits.
In traditional Chinese medicine, Cassia cinnamon is used for colds, flatulence, nausea, diarrheal, and painful menstrual periods. It's also believed to improve energy, vitality, and circulation and be particularly useful for people who tend to feel hot in their upper body but have cold feet.
In Ayurveda, cinnamon is used as a remedy for diabetes, indigestion, and colds, and it is often recommended for people with the kapha Ayurvedic type.
It's a common ingredient in chai tea, and it is believed to improve the digestion of fruit, milk and other dairy products.
What is the Scientific Evidence for Cinnamon's Health Benefits?
Recent studies have found that cinnamon may have a beneficial effect on blood sugar.
One of the first human studies was published in 2003 in a medical journal called Diabetes Care. Sixty people with type 2 diabetes took 1, 3, or 6 grams of cinnamon in pill form daily, an amount roughly equivalent to one quarter of a teaspoon to 1 teaspoon of cinnamon.
After 40 days, all 3 amounts of cinnamon reduced fasting blood glucose by 18 to 29%, triglycerides by 23 to 30%, LDL cholesterol by 7 to 27%, and total cholesterol by 12 to 26%.
For more information about cinnamon and diabetes, read Is Cinnamon a Proven Diabetes Remedy?
Preliminary lab and animal studies have found that cinnamon may have antibacterial and antifungal properties. It's active against Candida albicans, the fungus that causes yeast infections and thrush, and Helicobacter pylori, the bacteria responsible for stomach ulcers.

Brahmi.
Description: Brahmi is the small creeping herb with the numerous branches. It grows to a height of 2 -3 feet and its branches are 10 -35 cm long. It has oval shaped leaves that are 1-2 cm long and 3- 8 mm broad. Leaves are formed in pairs along the stems. Small- tubular, five petaled flowers are white- purple in colour. Its stem is soft, succulent, and hairy with the glands. Roots emerge out of the nodules and directly go to the soil. The fruit is oval and sharp at apex.

Other Species: Herpestis monniera or Moniera cuneifolia is the other species of Brahmi (Bacopa monnieri).

Medicinal uses: Brahmi is used in traditional Indian medicines for centuries. for the treatment of bronchitis, chronic cough, asthma, hoarseness, arthritis, rheumatism, backache, fluid retention, blood cleanser, chronic skin conditions, constipation, hair loss, fevers, digestive problems, depression, mental and physical fatigue and many more. It is used to treat all sorts of skin problems like eczema, psoriasis, abscess and ulceration. It stimulates the growth of skin, hair and nails. Brahmi posses’ anticancer activity. It is taken to get relief from stress and anxiety. According to the Ayurveda Brahmi have antioxidant properties. It has been reported to reduce oxidation of fats in the blood stream, which is the risk factor for cardiovascular diseases. Brahmi is considered as the main rejuvenating herb for the nerve and brain cells.

Other uses: Brahmi is rich in Vitamin C and can be used in the salads, soups and sandwiches. Brahmi oil restores and preserves the memory. In India it is given to the infants to boost memory power intelligence.

Cultural importance: Brahmi is the name derived from the Lord Brahma. It is said that the use of Brahmi for the memory goes back 3000 years or more in India. Brahmi represents the creative energy of this earth.

HONEY
Honey was commonly known as a natural sweetener derived or made from flower nectar collected by bees from various kinds of flowers. Bees store the nectar in the honey sacs were able to nest. Honey benefits have known since many years ago because honey contains a variety of minerals and vitamins that their composition varies according to the quality of nectar and pollen.
Minerals and vitamins contained in honey, among others, are as follows magnesium, potassium, calcium, sodium, chlorine, sulphur, iron, and phosphate. Honey also contains vitamins C, B1, B2, B3 and B6. In the honey there is also a small amount of copper, iodine, and zinc, as well as some types of hormone, the bodies beneficial to health, and some of the benefits of honey are below:
Antioxidants
Honey benefit as antioxidant because honey contains many nutrition such as vitamin C, organic acids, enzymes, phenol acids and antioxidant flavonoids useful as a high antioxidants.
The formation of blood
Honey provides the energy needed by the body for blood formation. And honey benefit also helps clean the blood. Honey has a positive effect and helps regulate blood circulation. Others honey benefits act as a protection against capillary problems and arteriosclerosis.
Energy sources
Honey benefit as energy source because honey consists of fructose and glucose is easily converted into glucose in the body’s energy
Improve and protect the digestive system.
Honey benefit for treating diarrhea diseases, by helping the absorption of electrolytes and water, and can inhibit E. coli bacteria that cause diarrhea. Honey also helps to smooth bowel movements that can help overcome constipation / constipation. Several studies have shown that honey can help wounds to the stomach and helps protect from the risk of gastric irritation caused by the consumption of alcohol and certain medications.
Accelerate wound healing.
Honey has a high hygroscopic property because easy to absorb water. When applied to open wounds, honey attract water content of the wound, making the wound dry quickly, so it can help speed wound healing. Other honey benefits also reduce swelling in the wound so that wounds can heal faster. And antimicrobial properties of honey may help inhibit the growth of bacteria and fungi cause infections in wounds.
Treating Influenza
Spanish scientists have proved that honey contains natural ingredients that kill bacteria and cure the patient of influenza from the flu. So drink honey when will the flu.
Treating Infertility
There are also men who use honey benefits to strengthen their sperm by taking two tablespoons of honey taken regularly before bed will nourish effect. Difficult pregnant women should be applied as often as a spoonful of honey and cinnamon powder on her gums. Cinnamon will mix with saliva and enters the body.
Other benefits
There are others health benefits of honey for a body like the skin smoother, healthier hair and sparkling, treating heart disease, cancer, abdominal pain, bloating, eliminate breath odor, helps absorption of calcium and so on
With so many health benefits of honey for the body, it is a good idea for anyone who wants to get the most out of honey benefits, to start taking honey regularly in daily life.

Haritaki
Haritaki is one of the widest used herbs in Ayurvedic medicines. The herb Haritaki cures various diseases without any side-effects. The extract from the herb has various antibacterial and antifungal properties.
Haritaki is used in many ayurvedic herbal formulations. The substances obtained from the her has various disease resistant properties and can inhibit the growth of E.coli bacteria, which causes various infections such as urinary tract infections. Haritaki is an effective cure for infections caused by E.coli. It is also used in treatment of various common diseases like abdominal and central nervous system disorders, lungs, heart and sexual disorders. The botanical name of the herb Haritaki as Terminalia chebula and belongs to family Combretaceae. Other common names of the herb are Harar, lack Myrobalan, Hardh, Hardad, Chebulic Myrobalan, Ink Tree and Indian Gall Nut.
Haritaki Benefits the herb Haritaki has following health benefits - * The herb has rejuvenative, laxative, astringent, purgative and dry properties. * Paste made from the herb is effective in healing process of the wounds and ulcers. It also reduces swelling and acts as a cleanser. * The herb relieves the eyelids in conjunctivitis. * Regular gargling with the herb’s decoction helps in oral ulcers, sore throat and steatites. * It acts as an active astringent and relieves bleeding and loose gums and also gums ulceration. * It is also the main ingredient in Triphala, which is used to treat bleeding gums, hair wash and cleaning tooth in pyorrhoea. * Haritaki powder fried in ghee, when consumed regularly, boosts energy and promotes longevity. * Several gastrointestinal ailments such as cites, tumours, enlargement of liver-spleen, piles, colitis and intestinal worms can be treated. * Haritaki powder mixed in ghee and honey is effective in anaemia treatment. * Asthma and hiccups can be lightened when Haritaki is combined with soonth powder and taken with hot water. * Hepatitis and obesity can be cured with herb’s decoction when taken with honey. * The herb is a memory enhancer and is salutary in urinary stones and dysuria. * The herb is effective in digestion and improves appetite. * The herb has astringent and anti-inflammatory properties; it is beneficial in vaginal discharges such as leucorrhea and urethral discharges such as spermatorrhea.

n the year of 1999, the reputed Himani Brand brought into Indian market Sona Chandi Chyawanprash. The tagline of this chayawanprash is Surakshit tan, tez dimag. This product is the result of hard research work over years by Himani Ayurveda Foundation. The Bollywood Endorsement of this product includes Shahrukh Khan, Sunny Deol as well as film star of old days, Dharmendra.

Emami Sona Chandi Chyawanprash in India includes the major ingredients of silver and gold along with 52 varied and exclusive herbs as well as minerals. The latest production method of Chyawanprash ensures complete preservation of quality of herbals. This product is also rich in vitamins A, C, D, Iron, Calcium, Carbohydrate, and Protein, an exclusive immunity builder as well as fortifier of the entire system.

The three major components of Emami Sona Chandi Chyawanprash are Gold, Silver as well as Saffron.

These are the main reasons for its high food value. The other remarkable herbs feature Haritaki, Amla, Brahmi, Arjuna, Apple juice, Pippali and many more. All these unique ingredients make this Chyawanprash a highly effective one and very good for health.

Celebrity endorsement is a general trend in marketing sector and it also heightens the value of the marketing products as well as capture human psychology very easily. The brand Ambassadors of Emami Sona Chandi Chyawanprash are the Super Star Shahrukh Khan, Sunny Deol and Dharmendra.

In the month of May, year of 2002, Himani Sona Chandi launched Emami Sona Chandi Amritprash Chyawanprash. The reputed Bollywood star Mr. Sunny Deol became a brand ambassador of this product. This is product is also result of high research by Himani Ayurvecdic Research Foundation.

A number of major ingredients in this product feature Sandal, Rose, Pearl, Bael along with 29 herbs as well as minerals including gold and silver. These products are available in market in attractive packs. The benefits of having of the Amritprash are immunity building, proper nourishment, rejuvenating nerving system, providing extra energy.

After Sunny Deol, the next commercial was offered to Shahrukh Khan or King Khan of the film Industry in India. To achieve the set target in coming years, the Himani Group has decided to make Shah Rukh Khan the new brand ambassador. According to them, as the superstar is with them, they can capture market across India more intensely.

Himani Brand is planning to launch Emami Sona Chandi Keser Chyawanprash with its new brand ambassador Dharmendra, super star of 60s and 70s. The director of this renowned group also explains the strategy behind the selection of the superstar. According him, there is great connection between character of the brand and the movie star he is a fitness icon in this industry.

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