Wellness marks its arrival
28 May 2012 2:38 AM GMT
Gone are the days when health and fitness supplements were considered as a must for sportsmen to enhance their stamina. With increasing consciousness about health, products on nutrition and wellness are now at par with cosmetics and personal care products.
The Indian Direct Selling Association (IDSA) says wellness has emerged as a leading product category contributing to the highest share of sales leaving behind cosmetics and personal care products.
Statistics reveal that a majority of people aren't willing to give up on their favourite vitamin, even if they are cutting back in other popular areas like gymming or yoga.
MLM (multi level marketing) companies are now making big ticket investments in India in the wellness sector.
Direct marketing has come of age in India from the days when direct selling companies entered the market in the mid-1990s. Back then, the top-selling product category was educational products.
Today, weight management and nutrition is gaining ground rapidly, earning about 40 per cent, according to the IDSA.
Chavi Hemanth, secretary general, IDSA, says: 'Wellness is the category which will grow in direct selling industry. This is because it provides a channel to the customers in which these products are explained in a face to face manner to them. In the Indian market, the demand for wellness products like health supplements, meal replacements and health drinks, etc. has increased.'
Explaining the reason behind this emerging trend Chavi says: 'Those under the age group of 60-80 years require health products as they are more prone to illness. People under the age group 30-50 years today are concerned about their health.
'Now, most children are overweight as compared to earlier. This shows the gradual increase in the consumption for the health products,' she says.
The Indian Direct Selling Association (IDSA) says wellness has emerged as a leading product category contributing to the highest share of sales leaving behind cosmetics and personal care products.
Statistics reveal that a majority of people aren't willing to give up on their favourite vitamin, even if they are cutting back in other popular areas like gymming or yoga.
MLM (multi level marketing) companies are now making big ticket investments in India in the wellness sector.
Direct marketing has come of age in India from the days when direct selling companies entered the market in the mid-1990s. Back then, the top-selling product category was educational products.
Today, weight management and nutrition is gaining ground rapidly, earning about 40 per cent, according to the IDSA.
Chavi Hemanth, secretary general, IDSA, says: 'Wellness is the category which will grow in direct selling industry. This is because it provides a channel to the customers in which these products are explained in a face to face manner to them. In the Indian market, the demand for wellness products like health supplements, meal replacements and health drinks, etc. has increased.'
Explaining the reason behind this emerging trend Chavi says: 'Those under the age group of 60-80 years require health products as they are more prone to illness. People under the age group 30-50 years today are concerned about their health.
'Now, most children are overweight as compared to earlier. This shows the gradual increase in the consumption for the health products,' she says.
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