Planning to compete with an age old product granny’s favourite chavanprash, Alkem Laboratories has launched Jeevanprash. This product is an improvement on chavanprash, in the sense that it is a healthier version. Jeevanprash contains fructose oligosachharides (FOS) and sucralose which are substitutes for sugar thereby targeting the diabetes prone Indian population. “If you see today’s hectic lifestyle, everyone is under stress. Chyawanprash is an excellent rejuvenating tonic but it contains 62 percent sugar and 10 percent fats, whereas Jeevanprash is free of all this. This is what makes Jeevanprash a complete health supplement,” claims Sharad Kasarle, Vice-President, Nutraceuticals, Alkem Health Foods. However, this product is not exclusive to diabetics but is extended across all weight watchers.
Since the product is competing with many FMCG majors who are rooted firm in the segment, this product is going high on media. Jeevanprash advertisements are all set to gulp a few seconds in the commercial slots during daily soaps. The company is going in for extensive advertising in the print targeting 600 newspapers. They have placed their ads in Dainik Bhaskar, Dainik Jagran, Punjab Kesari and many more.