The Siddhayu brand was first launched by Baidyanath in 2008, selling close to 100 types of personal care and herbal therapeutics in 40 countries since then.
This year, the brand is adding botanical-based nutraceuticals into its portfolio.
The first stage of the launch consists of 27 products targeted at three key areas: 1) men and women’s health 2) healthy ageing and 3) kids nutrition.
There are also products for weight management, gut, cardiac, and general health.
Products for women’s health, for instance, target urinary tract infection (UTI), premenstrual syndrome (PMS), and beauty-from-within amongst others.
For the seniors, products for promoting joint health have been formulated, while an oral probiotic has been launched for kids.
Unlike its parent company, these products are not Ayurveda-based, but are developed using scientifically backed ingredients, such as botanicals.
One example is Cycle Care – a product for PMS. It contains Rhuleave-K, which is a patented blend of bioactive compounds derived from turmeric, Boswellia, and sesame supplied by fellow Indian firm Arjuna Natural. The formula is designed to offer rapid relief from menstrual cramps.
The oral probiotic, on their other hand, contains Streptococcus salivarius K12 trademarked BLIS K12 by New Zealand firm BLIS Technologies.
Designed in chewable tablets, the product is said to address concerns such as bad breath and supporting ENT and immune health.
These products are developed in-house and manufactured at Nagpur, India.
Speaking to NutraIngredients-Asia at Vitafoods Europe held in Barcelona on May 20 to 22, M. Krishnamurthy Rao, chief marketing officer – nutraceuticals at Siddhayu Life Sciences, said that the nutraceuticals field has been fast growing.
“We have about 700 products in Ayurveda from our parent company Baidyanth. We know the science of Ayurveda, we manufacture the products and we have now come out with nutraceuticals, we want to serve people with good, safe, well-documented products.”
He explained that a reason for venturing into nutraceuticals was part of the firm’s diversification project to go beyond Ayurveda and herbal care products.
“We are diversifying into different segments…Worldwide, nutraceuticals are the future.
“We are focusing on men and women’s health, geriatric, and kids, which are our three primary focuses, as these are the populations that most require safe and efficacious products.”
The company is now looking to introduce these products globally through distributors and partners, with pharmacies as a key sales channel.
He is expecting to enter 10 to 12 countries in the next six months, after completing the registration processes required by authorities from different countries.
“We already have enquiries from yesterday and today from about 10 to 12 countries,” he said, citing interest from businesses from Dubai, Romania, and Portugal.
The company is also continuing to expand its nutraceutical line-up. The second stage of the launch will see the company introduce between 25 and 30 products by December.