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New initiatives in the emerging category - Ayurveda

14-August-2002
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New initiatives in the emerging category - Ayurveda

Marketers are increasingly looking for avenues to expand the scope of their businesses. This includes knocking on the potential of emerging consumer groups. One such emerging area is Ayurveda, which is slowly shedding its bucolic image and emerging in a new avatar.

Recall the old lady in the ad for Ayurvedic Concepts (now Himalaya). The entire purpose of using an old, but extremely savvy and well-informed endorser for the advertisement was to cause a shift in perception for Ayurveda. And now, as the category yields to its erstwhile image, it is increasingly being used as a potential ground for investment. In a scenario like this, the need for getting noticed is heightening.

Baidyanath, for one has been, for a long time been associated with Shankhpushpi Scholarship awards. Aptly been associated with Baidyanath’s stress-relieving and memory-improving ayurvedic preparation - Shankhpushpi, the award is given in recognition of scholastic achievements. The award reinforces Baidyanath’s corporate philosophy of contributing to social causes. This year, Shatrughan Sinha, the union minister for health and family welfare awarded the scholarship on the August 12 in Delhi.

Anurag Sharma, Executive Director, Baidyanath, said “In times to come, we wish to institutionalize these scholarships, which will be awarded every year by Baidyanath.”

In the attempt to get noticed in the fast maturing category, Baidyanath tries to break through the clutter, and amidst brands like Dr. Morepen, that are putting all efforts to market themselves, aims to reinforce its beliefs, to better connect with its target audience.

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