ITC’s B Natural and Amway India have collaborated to launch the first of its kind immunity offering ‘B Natural+’ fruit beverage range in India. When the whole country is facing an unprecedented crisis as a result of COVID-19, consumers’ health-focused attitudes have witnessed a huge spike, calling for immunity-building products in the Indian market, says GlobalData, a leading data and analytics company.

The partnership follows the Ministry of AYUSH’s advisory on different immunity-enhancing measures and another consumer-influential brand Amul’s launch of ‘Haldi Doodh’ beverage to boost the immune system.

Shagun Sachdeva, Consumer Insights Analyst at GlobalData, says: “The strategic partnership with Amway, which is in line with ITC’s strategy to solidify its market share as it recently acquired 100% stake in Sunrise Foods, looks like a win-win for both companies, as it provides an excellent opportunity to draw on the synergies between them. With the collaboration, both the companies will see tangible value-added corporate goals and priorities.

“Amway is a brand of choice among the health conscious Indian consumers’ and ITC’s strong innovation with life sciences and technology-based research stands out in the competitive beverage market in India. Amway India is expected to further expand its consumer reach through ITC’s pan–India distribution network. ITC will improve the supply chain by leveraging Amway’s long-standing Indian-based customer base.”

The key feature of the immunity-enhancing B Natural+’ range is the claim that immunity will be provided by mixed fruit variants with a special clinically proven ingredient.

According to GlobalData’s COVID-19 tracker survey, in week one (March 25-30), 28% of Indian consumers declared they are stockpiling or buying significantly more/more of Juices & Squashes and the percentage has increased to 35% nine weeks later (May 19-24).

The survey also highlighted that the percentage of consumers being influenced by a product impacting their health and wellbeing has increased from 73% during week 1 to 89% in week 9. These figures could translate into a steady demand for health-oriented immunity-boosting products by shoppers seeking ways to find reassurance and hope in times of great uncertainty.

Sachdeva concludes: “ITC and Amway seem to have taken the right move at the right time by tapping into the growing healthy beverage category with immunity boosting functionality. COVID-19 crisis will continue at the global level and understandably, it influences consumer trends to be more health-driven. Therefore, developing health-promoting innovations will be worth investing in the post-COVID-19 world.”