Herbalife India's triple target spanning daily nutrition, millennial momentum and sports success

By Cheryl Tay contact

- Last updated on GMT

To further its sports nutrition agenda, as well as to mark 20 years in India, Herbalife recently introduced to the country two products from its Herbalife24 sports nutrition range: H24 Rebuild Strength and H24 Hydrate.
To further its sports nutrition agenda, as well as to mark 20 years in India, Herbalife recently introduced to the country two products from its Herbalife24 sports nutrition range: H24 Rebuild Strength and H24 Hydrate.

Related tags: Sports nutrition, India, Direct selling

Herbalife India is aiming to implement a three-pronged approach to its business in the country: supplements for daily nutrition requirements, macronutrients for millennials, and nutrition for professional athletes.

Having just celebrated its 20th​ anniversary, the company wants to ramp up its offerings in India by tapping into the country's rapidly growing sports nutrition market.

Herbalife India VP and GM Ajay Khanna told NutraIngredients-Asia​: "Our journey has evolved to present a range of targeted nutrition products for better energy and health for our diverse spectrum of consumers — from those wanting to supplement to amplify their daily nutrition requirements and increasingly informed millennials seeking macronutrients to professional athletes on rigorous training programmes.

"Over the last five years, we have also focused on high-quality products with high-quality taste — one of our finest examples is the Formula 1 product in localised flavours such as mango and kulfi.

"Other aspects of our business, such as the Preferred Customer programme have also helped us understand our consumers.

"We are always innovating the way we can remain connected with them so our relationship and the value we deliver is authentic, heartfelt and personalised."

Sporting push

To further its sports nutrition agenda, as well as to mark 20 years in India, Herbalife recently introduced to the country two products from its Herbalife24 sports nutrition range: H24 Rebuild Strength and H24 Hydrate.

The orange-flavoured H24 Hydrate was developed by sports nutritionists to help replenish and maintain hydration levels, as well as bioavailable electrolytes such as B vitamins and vitamin C, along with magnesium, calcium, thiamine, potassium and more.

The chocolate-flavoured H24 Rebuild Strength, on the other hand, was designed to assist with post-exercise recovery, providing essential nutrients to minimise muscle protein breakdown, maximise muscle growth, restore glycogen, and enhance recovery.

It contains amino acids, carbohydrates and proteins to maintain lean muscle mass and deliver branched-chain amino acids (BCAAs) to support muscle synthesis, along with milk protein concentrate, whey protein concentrate and isolate, and B vitamins, vitamins C and E, and biotin.

Both products come in sachets of water-soluble powder, and according to Khanna, are "based on the robust science that exists in the relationship among nutrients such as electrolytes and carbohydrates, and the (impact of) the quality and quantity of protein on exercise in those pursuing active sports"​.

He further said, "Like every batch of our new sports category products, Herbalife 24 has valid certifications with respect to banned substance testing from the global quality assurance programme for sports nutrition products, suppliers and manufacturers, Informed Sport.

"Our dedicated global quality control team works to ensure all products meet or exceed the stringent guidelines as per GMP. In fact, Herbalife 24 products are regularly tested and monitored to meet numerous detailed specifications to guarantee product stability, and that all ingredients match their label claims." 

At the same time, the growing demand in India for products to support an active lifestyle is expected to continue to provide opportunities for Herbalife, which will in turn continue to invest in R&D to offer its products in flavours meant to appeal to local tastes.

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