In the recent time people are behind the technology, and they have almost forgotten the brown-coloured sticky herbal paste chyawanprash, but the marketers say that this product is in high demand among people all age group. They say this was possible with new-age brand ambassadors, and this credit belongs to the Indian cricket captain MS Dhoni as well.
Such brand ambassadorship has resulted in 25% leap in the Rs 400-crore chyawanprash market in 2010, for which the growth rate use be in single-digit throughout the decade.
Dabur India holds a 70% share in the chyawanprash market. Its category head-health supplements Praveen Jaipuriar said “We tried to present a traditional product in a modern way. “Earlier, kids and teenagers thought that the product was not for them, but getting Dhoni helped create connect.”