Ayurvedic ingredients hit US market

By Katie Bird

- Last updated on GMT

Related tags: Marketing, Cosmetics

US-based company Nutraceuticals International has formed a joint
venture with India's Amruta Herbals to develop and market Indian
plant extracts for use in the cosmetics and nutraceuticals market.

The New Jersey-based company has secured the rights to market Amruta's existing range of extracts, with new collaborative products planned for market introduction in 2008. The company currently markets a range of botanical extracts, amino acids and specialty ingredients for the nutraceutical market as both ingredients and finished products. The move will incorporate into the company portfolio a large range of Amruta's herbal extracts specifically designed for use in cosmetic products, including henna, rose flower, myrrh, aloe and papaya, amongst others. The Indian company Amruta concentrates on the manufacturing and export of plant extracts inspired by the Ayurvedic tradition, marketed as ingredients for skin and hair care products, as well as mineral supplements and nutraceuticals. Amruta's Dr Ajay Padmawar welcomed the move in the hope that it would enable the company to expand its presence in the American and European markets, as well as the emerging markets in Asia. Ayurvedic ingredients, having been used in Indian healthcare and cosmetics products for centuries, are becoming increasingly popular in the West as the trend for natural and more holistic products continues. German ingredients supplier Evonik Goldschmidt - previously known as Degussa Personal Care - recently announced its natural ingredients range, resulting from a partnership with Indian company Sabinsa. According to the company one of the best ways of tapping into this trend is to partner with a local producer, such as Sabina, that will source and supply the raw ingredients. Domestic companies can provide the knowledge behind the different uses of traditional ingredients whilst enjoying good relationships with local farmers and producers, said Evonik Goldschmidt's marketing manager Betty Santonnat.

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