IILM

A project report on: MDP, MRP on

Chawanpraksh

Submitted by: Annu Gupta

Submitted to:

Date:
 ChyawanHistory

History Of Chyawanprash

According to Mahabharata Chyawan was one of the eight son of Bhrigu and
Puloma, he was physically weak due to his premature birth and he has enjoyed
the status of being the only divine son of Puloma. Maharashi Chyawan married
King Sharyati’s daughter Sukanya at an old age. Sometime after the marriage,
the twins Ashvini Kumaras came to the hermitage of saint Chyawan and offered
him a medicine after the use of which the saint regained his youth. That drug was
named as ‘Chyawanprash’ after the name of Chyawan; thus it is a divine
preparation.

Times have changed and Chyawanprash is now more easily accessible than ever.
Dabur Chyawanprash strictly follows the recipe that was laid down centuries ago
and its magical properties still remain the same.
ChyawanPrinciples

Holistic Healthcare

The principle of Dabur Chyawanprash

Ayurveda looks beyond individual symptoms into the total human system…the
sharir (body), manas (mind) and atma (soul).
Ayurveda recognizes three basic forces or elements that control that control all
physical and mental processed. Vita controls moments within the body. Pitta
controls digestion and all biochemical processes. Kapha controls the tissue fluids,
cell growth and firmness of the body. Imbalance of three forces causes illness.
Ayurveda prevents imbalance or restores balance.

Ayurveda sees the totality of a human being as a dynamic balance of myriad

related, often contradictory, elements in motion. Looks for clues not only in the
body, but in behaviour patterns, moods and thoughts. It seeks to allay symptoms
by correcting the total balance, not attacking individual symptoms.

True. Ayurveda cannot compete with modern science in many emergencies. But
in an environment of over-drugging, chronic and degenerative ailments, new
viruses and super bugs outstripping new cures. Ayurveda does promise real long-
term benefits. Sometimes as substitutes, sometimes as effective support therapy
and preventives, at a negligible social cost.
ChyawanSeasons

Round The Year Protection

Dabur Chyawanprash - the immunity-builder, does something unique. It

strengthens the body's own defense mechanism. Thereby building up resistance
and giving your body the inner strength to fight and win its own battles against
stress and infections. It gives physical, emotional and spiritual balance which
gives you the confidence to take life head-on.

Bad health knows no season; it can strike you anytime of the year, be it summer,
winter spring or autumn. Dabur Chyawanprash strengthens your immunity
system and protects you all year long. There prevail many apprehensions and
myths about its usage, one of which is regarding its usage during non-winter
months. Study shows that the effects of Chyawanprash on the general health
status remain positive throughout the year.
BENEFITS

This Luxury Chyawanprash is a pure and natural Ayurvedic rejuvinative health tonic
and a natural antidote to the stresses of modern life, which is carefully made using a
special selection of as many as 47 high quality, natural ingredients such as fruits,
herbs and spices, including Amla (Indian Gooseberry), one of the most potent sources
of Vitamin C.

We believe that our Luxury Chyawanprash is the purest, finest quality and tastiest
Chyawanprash in the world. Just one spoonful and you will be convinced how good
our Chyawanprash is. It just is that much better...you can taste the difference!

Chyawanprash has been used for thousands of years to revitalise the mind and body
as well as to strengthen the immune system from within, by cleansing the body and
drawing out toxins, promoting good digestion, promoting healthy functioning of the
heart and liver and nourishing the lungs. It harmonises all the systems in the body
hence the formula has beneficial qualities for everyone.

It is a "must-have" food supplement that is not only good for you, but tastes great
too! It is prepared in accordance with a special Ayurvedic formulation in a process
lasting several days, so that its beneficial effects are maximised.
Dabur Chyawanprash the trusted name for your entire family's health &
happy living."

Dabur Chyawanprash has anti-oxidant properties & strengthens your body's

internal defense mechanism, the immune system. Thereby protecting you from
everyday infections, cough, cold & stress etc.

Contains :

Vishwast
Amla, Ashwagandha, Hareetaki, Dashmul, Ghrit and several
other herbs and herbal extracts.
 Special
Vishwast fortified with additional health beneficial herbs like
Keshar, Akarkara etc.

Dabur Chyawanprash - The Health Giver

Derived from 2500 year old Ayurvedic formula

Totally chemical-free, natural and safe
Powerful combination of herbs and plant extracts in a baseof Amla
fruit pulp
Refined by Dabur to provide traditional goodness with best quality
Reinforces the immune system & helps fight disease
Trusted health provider of a majority of Indian households

Usage:

Dabur Chyawanprash has a tangy sweet-sour taste and the consistency

of jam. It can be taken directly or in milk and as bread spread. In all
cases its therapeutic properties have proven to remain stable and active.

Dose: 1-2 teaspoonful

CHYAWANPRASH: ANCIENT INDIAN ELIXIR

From With inputs from Manoj Sadasivan

EVERYDAY AYURVEDA & YOUR WELL-BEING

Chyawanprash is a comprehensive herbal tonic with multiple health benefits,

prepared according to an ancient Ayurvedic formula. Used by people around the
world today, and especially in India, it is a proven energizer, immunity booster and
pre-emptive tonic.

History, Myth & Origin

It is believed that the formula of Chyawanprash was discovered by the sage
Chyawan. He was the first to prepare this tonic, and used it to regain his own youth
and longevity. Charak Samhita, the ancient Ayurvedic treatise written by sage
Charak in the 4th century BC, contains the first historically documented formula for
Chyawanprash. According to this ancient text, Chyawanprash is "the foremost of all
‘rasayanas’ or herbal formulations.

A Proven Recipe
This unique ‘jam’ is a mix of 49 powerful ayurvedic herbs with ‘amla’ (Indian
gooseberry) as the base.

The other ingredients in this traditional recipe include ashwaganda, pippali,

cardamom, nutmeg and cinnamon in a base of clarified butter and honey. This magic
elixir is good for all, irrespective of age and gender, and creates a harmonious
synergy in the body leading to better metabolism. Here’re some specific health
benefits of Chyawanprash.

Digestive and Immune System

Chaywanprash's basic ingredient amla has 30 times more vitamin C than orange and
helps in strengthening the immune system and expediting the healing process.
Regular intake of chyawanprash strengthens digestion, absorption and assimilation of
food and balances stomach acids.

Heart and Brain

The perfect blend of Ayurvedic herbs acts as a cardiac stimulant and helps in smooth
functioning of the heart. Chyawanprash nourishes the brain cells by supporting the
nervous system and enhances co-ordination and memory power. The tonic is good

for students as it increases retention and recall.

Lung, Liver and Kidneys

The smooth functioning of the lungs is facilitated by the regular intake of
chyawanprash. Moisture balance is maintained in the lungs and gives new energy to
respiratory system. Chyawanprash helps purify blood and invigorates the liver and
helps to eliminate toxins. It helps the downward flow of energy in the body and eases
constipation. Apart from these, the herbal jam eliminates wastes from the body
without overworking the urinary system.

Other Benefits
The holistic traditional formula of chyawanprash improves skin complexion, glow and
fights dermal bacterial infection. It promotes hair growth and helps absorption of
calcium resulting in strong bones and teeth. It is especially good for alleviating cough
and asthma. The anti-oxidant properties of the tonic act against the ageing process
and maintain youthfulness. Chyawanprash enhances fertility, keeps menstruation
regular and helps to overcome difficulties in conception. It also improves muscle tone
by enhancing protein synthesis effectively.

The age-old Chyawanprash is regarded as an all-embracing herbal health tonic by

one and all, and has become an indispensable part of a healthy family.
Revitalising the `prash'

It's meant to rejuvenate, but the chyawanprash category is in great need of

rejuvenation itself.

BREATHING life into chyawanprash seems to be the agenda of FMCG majors Dabur
and Emami. The sector witnesses action usually only in winter when the sales of this
ayurvedic food supplement touch a peak.

From aggressive marketing campaigns to introduction of newer variants to lure the

younger generation into consuming it, the segment has seen it all.

Chyawanprash has its roots in many mythological stories, the most popular being the
one in which a sage called Chyawan recovers from his illness by consuming `prash',
which essentially means food.

Though Indians traditionally have been believers in such stories, selling the concept
today is proving to be a challenge for FMCG companies. Hence, they have taken it
upon themselves to rejuvenate the prash.

Dabur and Emami have embarked on a star-studded marketing campaign to draw

attention. Both launched new variants within weeks of each other and hope their
R&D will come to their rescue.

So, what makes the market so lucrative?

Chyawanprash, is perceived as an immunity booster and energiser to be consumed in
winter, has managed to penetrate just four per cent of the population. According to
ORG, IRS and other estimates, the market has remained static over the past few
years, and companies are realising the need to tap the over-30 years group, which
forms nearly 33 per cent of the population.

"Though new players have launched high-decibel advertising, the category needs to
be revived as it reaches only around six lakh households in India today," says a
market analyst. All players, including the market leader, are trying to create some
excitement around the product, which constitutes a Rs 300-crore segment, he added.

Dabur, the market leader, recently launched `Chyawanshakti' - claimed to be an

innovative variant of Dabur Chyawanprash. It is targeted at the 30-50 age group
which suffers from stress, and at those in need of energy, said a company
spokesperson. Dabur, with a 66 per cent market share(AC Nielsen Retail Audit), has
witnessed a steady growth, from 60 per cent in 2002-03.

Says Devendra Garg, Vice-President (Marketing), Dabur India Ltd, "This launch will
give the necessary impetus to the category by tapping a new segment of users." He
attributes the growth to Dabur's "deep-rooted understanding of Ayurveda, and its
ability to introduce innovative products suiting consumer needs."

The launch of Dabur Chyawanshakti (claimed to be a mix of 47 herbs and other

natural ingredients such as adraksha, ashwagandha and kesar), Mr Garg says,
reiterates the company's commitment to consumers by providing them a wider
choice.

Following close on its heels, Dabur's competitor Emami is test-marketing a newer

variant of its Sona Chandi Chyawanprash, which contains dry fruits and saffron. It
aims to make Sona Chandi a Rs 40-crore brand by the end of 2005-2006. The Emami
Chyawanprash brand is growing at 8 per cent, despite its market share declining over
the years from 13.5 per cent in 2002-03.
Says Manish Goenka, Director, Emami, "We initiated branding of the Chyawanprash
segment by giving it an identity - Sona Chandi. Since then, there has been growing
competition; and to distinguish ourselves, unique strategy and innovation is
necessary."

The company has been launching several variants such as its summer formulation,
Amritprash. It is thinking of marketing other variants in the coming year.

As Chyawanprash is primarily consumed during winter, Emami is trying to change

this habit with its Amritprash. Elaborating on its performance, Goenka says, "I am not
completely satisfied with its performance, but we have to give it time as it is a new
concept all together."

Aggressive marketing campaigns have been launched to revamp the category, with
the companies roping in Bollywood actors and cricketers. Between Dabur and Emami,
five celebrities endorse the Chyawanprash brands.

Dabur has spent around Rs 10 crore on its advertisements starring Amitabh

Bachchan and Vivek Oberoi, while Emami has spent Rs 9 crore on its commercials
featuring Sunny Deol, Saurav Ganguly, Dharmendra and Shah Rukh Khan.

"The road ahead is not easy for Emami. Competition from Dabur Chyawanprash will
be an uphill task to overcome," say analysts.

Emami recently set up a facility for Chyawanprash production at Baddi in Himachal

Pradesh; it plans to increase the distribution network through direct marketing.

Dabur too is not leaving any stone unturned. Its advertising campaign for Dabur
Chyawanshakti is built around a thought called `Srijan' which "connotes the efficacy
and relevance of the ancient ingredients in today's demanding lifestyle," said a
company official.

In addition to a television campaign, an educative campaign involving print ads,

consumer booklets and on-pack leaflets has been carried out.

While the companies battle it out in the open, there have been growing concerns
over the high concentration of heavy metals in the ayurvedic medicines exported.
Companies such as Dabur and Zandu have come under the scanner as some of their
products have been found to contain high levels of heavy metal, US-based Hindu
Press International reported, quoting MedIndia.

Consequently, the Government made the testing of all ayurvedic medicinal

preparations mandatory. In addition, the drug manufacturers would also be required
to specify the metal content on the display label in the package and a warning notice
has to be included if the heavy metal usage is above the permissible levels.

Even as Chyawanprash manufacturers gear up to expand the niche market to include

newer segments of the population, with newer marketing campaigns and high-profile
product endorsements, the debate over the "contentious ingredients" is not likely to
die out soon.
Question 2:

Conversion of management problem into measurement question

Management problem: “Study of buying behavior of customer of CHYAWANPRASH”

Research problem:

To convert this management problem into research problem, first of all we need to
understand what is product and also need to know that what are the factor which can
be consider during purchase of CHYAWANPRASH .

CHYAWANPRASH is a everyday health tonic for no. of families in the country &
abroad. Moreover it is natural element based on ayurvedic concepts which crate no
side effects on the consumers. But it nourishes the inner being of human beings.
Moreover, in today’s world of increasing health consciousness, everyone is switching
towards natural & ayurvedic concepts. We can consider all this as the factor which
affect the buying behavior of CHYAWANPRASH.

If we analyze these factors than we can convert our management problem into
measurement question. For this purpose we need to prepare questions related to this
factors which can be measured in terms of numerical value and analyzed.
Question: 3

Analysis plan for questions

After collecting the data or fill up all questionnaire, the next task is to check all the
questionnaire and analyze them so that we can carry our result. To analyze all
questions, the following plan was designed.

Arrange all questionnaires

After completed survey, we have to arrange all questionnaires as per geographical

area, in each geographical area the questionnaires will be arranged in ascending
order. So that next task will be easy.

Error checking

Now, we have to check that is there any kind of mistake in the questionnaires, if the
mistake is found in any questionnaires than reject those questionnaires. Here the
probability of mistake will be less because the questionnaire is filled by personal
guidance of surveyor.

Get the answer of each question from all questionnaires in one page

After error checking, analyze all questionnaires. Write down the answer of each
question on separate document or spreadsheet in computer.

Use appropriate method of analyzing

Now, we can apply appropriate method for analyzing data. There are many method
or tools of analyzing as follow:

 Sampling statistics

 Chi-square test
  Analysis of variance

 Correlation

 Regression

 Discriminant analysis

 Cluster analysis

 Factor analysis and conjoint analysis etc.

Carried out final result

After analyzing data with appropriate method, we can carries out final result. For
example: for question “do you use CHYAWANPRASH ?” option is “Yes” or “No”. if we
get the answer like out of 10000 questionnaire, 7500 answer for yes and 2500 for no,
with the use of percentage method we can say that 85 % persons use
CHYAWANPRASH and 25 % don’t use CHYAWANPRASH.

Question: 4

Sampling plan

Population: Surat city

Population is the totality of cases that conform to some designated specification. The
total population of Surat city is around 40 lac,

Sample size: 20 family

This number was stated in the project proposal by the project [Link] the
process of selecting the samples was the only task left with the investigator rather
than deciding on the entire process of sampling which is below

Six-Step procedure for sample:

 Define the population Determine the sample size

Select the sample elements

Identify the sampling frame
Convenience sampling
Geographical area of Surat city

Sampling frame
Collect the data from the
Sampling frame is the list designated
of sampling unit from which a sample elementsthe list
will be drawn;
Select a sampling method
could consist of geographic areas, institutions, individuals,Personal
or othersurvey
unit. method
Here, the
Convenience sampling
sample is dividing according to geographical department of Surat city.

Sample method: convenience sampling

For this research project, the convenience sampling method is most suitable than
other, because here survey is done on families. For survey one can go to any home in
pre-described area, because generally most of the family uses CHYAWANPRASH.
Question 5:

Survey method

Method: personal survey in home survey

Reason

The project is to study buying behavior of customer while purchasing

CHYAWANPRASH , so there is need to collect primary data, there is no more
secondary available for this project. For this survey it is necessary to meet families
personally and fill up the questionnaire.

Families were contacted instead of individuals because today entire families have
become brand conscious & at the same time health conscious. Moreover . likes &
dislikes of the family are more important than those of the individuals. It is usually
seen that products like CHYAWANPRASH are given as a health tonic for everyday
revitalizing the inner being & usually more preferred by mothers to nourish their
children. As a matter of this fact, while contacting families it was made sure that
women member of the family was also included in the survey process.
DETAILED ANALYSIS OF QUESTIONNAIRE

Q-1 DO YOU CONSUME CHYAWANPRASH?

ANALYSIS :

This question was aimed at identifying those respondents who use or not use the
product so as to have a clear picture of the buying behaviour of the consumers. If
they don’t use than what could be the reasons for that can be found out

The result was 100 % as all the respondents contacted used “CHYAWANPRASH”

Q- 2 Which brands are you aware of ?

ANALYSIS :

This question was aimed at identifying the brand awareness of the respondents
because it happens many times that the respondents use only one brand due to its
image or publicity. This was quite evident in the survey that mostly respondents were
able to recall the brands of DABUR, SONA CHANDI & HIMALAYA .

RESPONDENTS WERE ENCOURAGED TO GIVE MORE THAN ONE REPLY SO AS TO

KNOW THEIR AWARENESS SET.
Q- 3 : Which brand do you consume?

ANALYSIS:

As all the respondents were consumer of either brands of CHYAWANPRASH this

question was aimed only on the user of the product. Hence , it response gives a
shocking revelation that people are not brand loyal. They switch on to different
brands depending upon the offers , scheme & ingredients. Moreover, it was observed
that the same family used two or more brands of CHYAWANPRASH . BUT OVERALL
THE BRANDS OF DABUR & HIMALAYA ARE LEADING AS COMPARED TO OTHERS.

Q-4 : Ranking of Brands as per the following characteristics.

PRICE

QUALITY

ADVERTISEMENT

AVAILABILITY

PACKING

ANALYSIS:

Again this question was asked in order to verify the accuracy of the previous
question, as here also Dabur & Himalaya ruled the survey . mostly the respondents
viewed Dabur as most premium brand due to its presence in the market for years.
Q-5 : Which of the seasons do you consume CHYAWANPRASH?

ANALYSIS:

This question was aimed at recognizing the preferable season when people like to
consume the product. This was asked so as to provide an input the companies about
the likely season for their brand promotion purpose. It was almost 50-50 position
between the WINTER season & the WHOLE YEAR.

Q- 6 Reasons for consuming chyawanprash?

ANALYSIS:

This question was aimed at gaining the knowledge about the purpose for consuming
the product. About 80 % respondents agreed with Daily Health tonic & to prevent
cold. Rest also considered it as a means for strengthening immunity.

Q-7 : How frequently do you consume CHYAWANPRASH?

ANALYSIS:

About 70% of the respondents were of the view that they consume the product only
once a month or week. 10% said that they have no pattern for the same.
Q-8 : How do you prefer to eat CHYAWANPRASH?

ANALYSIS:

Respondents gave almost 60-40 response to this viz. with milk & without milk. But it
can be rightly deduced that people prefer to use the product more with milk which
give double nourishment to them

Q- 9 : Rate the following features of your preferred CHYAWANPRASH on the following

factors?
BRAND

THICKNESS

FLAKENESS

PRICE

PACKING

TASTE

HEALTH

INGREDIENT

ANALYSIS:

Brand name played a crucial rule rather than any other factor. Moreover, price &
health factors were few others which dominated the study.

Q-10 :

Advertisement of which of the following CHYAWANPRASH do you recall?

ANALYSIS:

This question was asked to judge the promotional impact of advertisement on the
mindset of the respondents. Dabur again ruled this question as it has employed
superstar AMITABH BACHCHAN as its brand ambassador. Moreover, Himalaya was
another brand of which the respondents were aware of.
Q -11 : In which category do you fall in?

ANALYSIS:

This question aimed at understanding the brand loyalty of the respondents. The
response revealed that consumers are ready to switch to different brands even if
they are satisfied with their current brand

Q- 12 : Who in your family takes the decision about buying CHYAWANPRASH?

ANALYSIS:

This question will tell about the decision maker in the consumer buying process. But
the response was splintered or broken as it was family tradition to consume rather
than any one advice about it.

Q-13: From where you purchase CHYAWANPRASH?

ANALYSIS

This question will tell about the likely place of buying the product. It revealed that
65% respondents preferred to buy it from the retail stores.
Q- 14: Who in your family eat CHYAWANPRASH?

ANALYSIS:

Actual consumer must be identified so as to target them on time & with adequate
promotional mix. The response was between Grand parents & children, for whom the
entire family is health conscious.

Q-15: Will you switch brands if recommended by retailers or relatives?

ANALYSIS:

This question was asked to know the role of distribution channel in the buying
process of a consumer. Mostly the consumers were ready to switch brands as
recommended by the retailers.

Q-16: From where you get detail about new brands & schemes of CHYAWANPRASH ?

ANALYSISThis question was asked to identify the influencing factor in the buying
decision process. Retailers & T.V. dominated the response.