On September 20, theWorld Health Organisation endorsed a protocol for testing African herbal medicine as potential treatments for the coronavirus which causes COVID-19 as well as other epidemics. While India's AYUSH ministry must be feeling vindicated that they had approved clinical research studies on four Ayurvedic formulations way back on May 22, it is important to note that the WHO stressed that phase III clinical trials are pivotal in fully assessing the safety and efficacy of a new medical product.
The COVID-19 pandemic has seen an unprecedented interest in products with a ‘natural’ tag, as people try to undo years of unhealthy eating habits, lack of exercise and stressful work-life imbalances. While big FMCG companies such as Dabur reportedly clocked a 400 per cent surge in demand for Dabur Chyawanprash and an 80 per cent traction in Dabur Honey in the early months of the lockdown, the rising tide has lifted many newer companies and startups in the natural ingredients space. For instance, Mumbai-based OZiva reported a 40 per cent increase in queries especially in categories related to immunity and everyday fitness while Upakarma Ayurveda clocked a 35 per cent surge in the same categories.
But with so many brands crowding the natural space, and more joining in the gold rush triggered by the COVID-19 pandemic, how are both newbies and established brands standing out? Or will some brands lose out in the stampede? And how can they take on the cost versus benefits argument, especially when they seem to lack hard evidence and data that they are actually beneficial to users as they have not gone through the same regulatory approval process as prescription medicines? Here are some strategies at play.
Getting evidence on their side
This story is from the October 2020 edition of Express Pharma.
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This story is from the October 2020 edition of Express Pharma.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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