Manmadhan Ambu

Manmadhan Ambu written by Kamal Hassan, he stars himself alongside R. Madhavan and Trisha Krishnan in the lead roles. As expected, Kamal steals the show throughout the film. He is so so very stylish.. Audience will enjoy the rib tickling funny styles all the way. Trisha is cute and graceful and Madhavan is excellent as a villy. Usha Uthup’s entry was a surprise and she was amazing too, and so were the two kids.. Remarkable casting has resulted in some fine performances by all players.

I loved the beginning and the over all story initially, which twitches your emotions with in seconds. A moment your heart would pump high with sympathy and the next moment you would giggle.. This was very tactful and done fantastically, must say!!! Cleverly written and sharply cast, it is a film that delivers hearty laughs.

But for the end.. Ya the end was like a doop.. Confusion confusion close to the end, did create comedy and the hall roared in laughter.. Post confusion, the ending was something like Jack a Jill story.. Nothing so great to boast about, but for the acting and comedy, it did its job.. Fultoo entertainment..

Something I realized while walking out of the hall. Today people really crave for comedy movies… All want to relax from the tiring schedule that they go through.. Light movies to jus chillax.. Simple is beautiful.. The same old ‘dirty talking’ comedy has become really boring.. High time they thought of some quality jokes then struggling with cheapstick comedy and wasting money making movies..

Facts on Fats

Health benefits of fats. Sounds quite confusing doesn’t it? And the debate goes on. Are fats good or bad for us? How much fat is consumable? How much is the requirement to the body? What types of fat are good for health? The list of questions often knock our mind in this struggle to stay healthy and look fit besides protecting from diseases.

When it comes to cholesterol, most of us worry about too much of the 'bad' kind, low-density lipoprotein (LDL). It causes plaque to build up in and potentially block the arteries that supply blood to the body from the heart.

But we shouldn't overlook the 'good' cholesterol, high-density lipoprotein (HDL). It helps remove excess cholesterol from arteries and eliminates it from blood. Lifestyle changes can also improve HDL cholesterol. One milligram per deciliter (mg/dL) of blood can reduce heart attack risk by as much as 3 per cent.
Overall, it’s best to have a low level of LDL cholesterol and a high level of HDL cholesterol. For women, an LDL level below 100 mg/dL and a HDL level of 50 mg/dL and above is recommended and for men, it’s best to have the same LDL level, but an HDL level of 40 mg/dL and above. If HDL falls below 50 mg/dL, the person is generally at increased risk of heart disease and heart attack.

Oils and fats form a critical ingredient in any food application. They help make the food nutritious and enhance its taste. Fats are the highest energy source. One gram of fat supplies 9 kcalories. Fats are used in food preparations to provide structure flavour and nutritive value. They provide the essential fatty acids (linoleic and linolenic acid) required by our body for its proper functioning. Fats act as carrier for oil soluble vitamins like A,D, E, K.

Fats and oils are made up of basic units called fatty acids. Each type of fat or oil is a mixture of different fatty acids. “Fats provide many important attributes to foods like flavour, palatability and mouth feel. Apart from making the food more tasty and palatable fat acts as an excellent heat transfer media in cooking, frying and baking applications,” states Dr K D Yadav, vice president, technical, Kamani Oil Industries Ltd.

Depending on their degree of saturation, fatty acids are classified as either saturated fatty acids, monounsaturated fatty acids, or polyunsaturated fatty acids (PUFA).

MUFA Monounsaturated Fatty Acids, refers to the healthy fatty acid, which lowers the levels of bad cholesterol and triglycerides without lowering good cholesterol levels.
MUFA are found mainly in vegetable oils such as canola, olive, mustard and groundnut oils. They are liquid at room temperature. The American Heart Association (AHA) suggests that MUFA rich diet reduces risk of heart diseases. MUFA oils have a higher oxidative stability as compared to PUFA oils and hence have a better shelf life.

PUFA lowers the levels of good and bad cholesterol. This is not beneficial as low good cholesterol increases the risk of developing heart disease. PUFA fulfils several functions in human physiology. PUFA is found in dietary fats and oils, and is known as essential fat. Like vitamins, fatty acids are essential for life; they cannot be made in the body and must be obtained via the diet.

PUFA is found mainly in vegetable oils such as kardi sunflower, corn, soya and cottonseed oils. Polyunsaturated fats are also the main fats found in seafood. They are liquid at room temperature. According to Yadav, “Specific polyunsaturated fatty acids, such as linoleic acid (omega-6) and alpha-linolenic (omega-3) acid, are called essential fatty acids. These are not synthesised in our body but are vital as they are necessary for cell structure and making hormones.” Essential fatty acids hence are obtained from foods we consume. PUFA oils lower both the HDL and the LDL cholesterol.

Commercially prepared salad dressings also may be high in saturated fats and, therefore, careful inspection of labels is important. The word "hydrogenated" on a label means that some of the polyunsaturated fat has been converted to saturated fat.

To lower the bad cholesterol the role of Polyunsaturated fatty acids (PUFA) & Mono-unsaturated Fatty Acid (MUFA) is important in the food items. As per recommended dietary guidelines of WHO/ Japanese Heart Association/ American Heart Association, the ideal ratio of SFA: MUFA: PUFA should be 1:1.5:1

According to a study in PLoS Medicine, the replacement of dietary saturated fatty acids with polyunsaturated fatty acids reduces coronary heart disease events, bringing much needed scientific evidence to an issue debated by experts and clinical guidelines. Dariush Mozaffarian and colleagues from Harvard Medical School and Harvard School of Public Health conducted a systematic review and meta-analysis of randomised controlled trials studying the effects on coronary heart disease of increasing polyunsaturated fat in place of saturated fat. They reviewed 8 trials involving over 13,000 participants and found that among those substituting SFA for PUFA (the intervention group), there was a 19% reduced risk of CHD risk compared to participants in the control groups. The consumption of PUFA accounted for 15% of total energy intake in the intervention groups on average but only 5% of total energy intake in the control groups. As such, the researchers report that each 5% increase in the proportion of energy obtained from PUFA reduced the CHD risk by 10%.
Furthermore, they found that the benefits associated with PUFA consumption increased with greater duration of the trials.
While reducing consumption of saturated fat (contained in meat, cheese, and butter, for example) is recommended as a way to prevent CHD, recent large meta-analyses of observational studies have suggested no overall benefits of reducing SFA consumption on CHD events. Few clinical studies have investigated the effects on CHD events of replacing saturated fat in the diet with specific alternative energy sources like carbohydrate, protein, or other types of fat such as polyunsaturated fats, which include vegetable oils. In fact, some experts argue that eating PUFA actually increases CHD risk and some guidelines recommend PUFA consumption should be limited. As a result, there has been a strong need for more scientific study.
"Rather than trying to lower PUFA consumption, a shift towards greater PUFA consumption in place of SFA could significantly reduce rates of CHD," stated the authors.

DIETARY RECOMMENDATIONS
RECOMMENDED DIETARY INTAKE IS 2000 CALORIES/DAY

• TOTAL FAT - 30% or less

• SAFA- 7-10%

• PUFA- 10%

• MUFA- 15%

• TRANS < 1%

• OMEGA 6 AND OMEGA 3

RATIO- 10:1 TO 5:1

• CHOLESTEROL < 300mg /DAY

Saturated Fatty Acids (SAFA) are found mainly in animal sources such as meat and poultry, dairy fat, vegetable oils like coconut oil, palm kernel oil and palm oil. Saturated fats are usually solid at room temperature. Saturated fats contribute to the risk of heart disease by raising blood cholesterol levels. These fats are commonly found in many takeaway (‘fast’) foods, in commercial products such as biscuits and pastries, and in dairy products.

Trans Fat is the common name for unsaturated fat with trans-isomer fatty acids. Trans fats may be monounsaturated or polyunsaturated but never saturated. Trans fats are formed when previously healthy liquid oils are hydrogenated, or hardened, a process often used to improve the texture of packaged foods and increase shelf life.

The manufacturers prefer trans-fat as they increase a product’s shelf life. These oils pose detrimental concerns for an individual's health and the nation's obesity pandemic.

Research shows that trans fats, even in small quantities are worse for us than saturated fats. They raise our Low-density lipoprotein (LDL) bad cholesterol, lower our High-density lipoprotein (HDL) good cholesterol, and increase triglyceride levels in the blood. They also promote inflammation in the body, which can damage blood vessels, a quadruple whammy for the heart.

Unless there is at least 0.5 grams or more of Trans fat in a food, the label can claim 0 grams. Today we find many products with bold label claiming: No trans fat! Especially in items like chips, bread, cereals, and cookies most grocery shops lure consumers towards such products.

This hysteria of trans-fat has manipulated the technique of food, manufacturers select their ingredients, advertisers market food products and consumers get ample of variety brands to choose and buy.

Fat replacers: They are ingredients designed to replace all or part of the fat in a product with minimum impact on the organoleptic quality of the food product. Since fats provide many important attributes to foods like flavour, palatability and mouth feel, but are hold negative attributes, many opt for fat replacers which are meant to serve the above mentioned functions.

Fat replacers are of 3 types: Fat mimetics, Low caloric fats, Fat substitutes

Fat substitutes are compounds designed to replace fats on a weight-by-weight basis

Fat mimetics are compounds that reproduce physical and sensory physical attributes associated with fats

Low calorie fats are low-calorie synthetic triglycerides consisting of unconventional fatty acids to a glycerol backbone.

Refined oil: This type of oil has been purified with chemicals to remove any suspended particles, toxic substances, flavour components, colour and odour, thereby leaving behind a clear and bland oil.

Filtered oil: Obtained by the traditional cold pressing method, this is filtered once or twice to remove suspended particles.

Deficiency of fats

Deficiency of fats causes a deficiency of essential fatty acids, linoleic and linolenic acids, and subsequently a deficiency of arachidonic acid. The deficiency results in characteristic eczemadry, scaly skin, hair loss, low body weight, cold intolerance, bruising, poor growth, lower resistance to infection, poor wound healing, loss of menstruation. Deficiency of fat may result in a deficiency of fat-soluble vitamins, and growth and weight may be affected in children. Since fat is present in minute quantities in almost all foods including the deficiency in adults is unlikely. Today the greater concern is the problem related to excessive intake. Excess intake of fat causes obesity when more kilocalories are consumed than required by the body. The excess fat gets stored in the adipose tissue. Excessive consumption of saturated fats can elevate blood cholesterol levels. A high intake of saturated fats and cholesterol are predisposing factors for cardiovascular diseases, while foods rich in Omega-3 fatty acids have protective effect.

Oil Combinations
Oils combinations are the best recommended for healthy and nutritious diet with right amount of combination of nutritional benefits. To derive maximum benefits from oil, it is beneficial to consume a mix of oils in order to maintain a balance between the three fatty acids.
Manually combining oils wouldn't be a smart move. But today the market is flooded with a variety of blended oils. For instance, blends of ricebran and sunflower oils by companies like Sunrise, Sundrop Heart. Such products are the best buys and are suitable even for frying.
Another alternative could be using two or more different kinds of oils that could be used for different purposes or using them alternately. Some oils can be used only for specific purposes. For example, olive oil for salads, groundnut oil is suitable for frying and soyabean oil for other cooking purposes. Such combinations help to take advantage of the health benefits offered by each oil.

Wholesome diet? Never thought about it!

Nutraceuticals, dietary supplements and functional foods market is on a superfast growth orbit. With increasing health awareness among people to maintain good health and take preventive measure for diseases, the market is being fuelled with high growth potential. The contemporary lifestyle categorised by growing stress levels, poor eating habits and lack of exercise has increased the level of health disorders around the world. Problems like obesity, blood sugar, digestive disorders and heart ailments have become very common among the people today.

Nutraceuticals, functional food & drinks and dietary supplements are catergorised as modern day ingredients. People are becoming aware of these issues and are trying various means like nutraceuticals, functional food & drinks and dietary supplements to fight health problems. The market for these products is strongly accelerating around the world in recent years and India is one country that is bagging on it in lump some. Today the market is flooded with them and are fast moving from the shelves. The irony here is that most of the consumers, including the educated class, are quite unaware of what they exactly are called. Most of them might be consuming a protein drink and running to gym on daily basis with the sole knowledge that they are good for keeping the body in shape. Little do most of them know that they are consuming a functional beverage.

A vital point to be noted here is that the terms nutraceutical, dietary supplement and functional food & beverages are being commonly used in marketing but there is no regulatory definition. The regulatory bodies are yet to define nutraceuticals, functional foods and dietary supplements. The defining of the same has proved to be a herculean task earlier due to the interchangeable functions of the three and has resulted in several controversies and instigated debates.

Nutraceuticals

Nutraceutical, a term combining the words “nutrition” and “pharmaceutical”, is a food or food product that provides health and medical benefits, including the prevention and treatment of disease.

Well, when the appellate authorities in the country are struggling to know what a nutraceutical actually is, the struggle of the respondents to explain it theoretically was anticipated.

The term nutraceutical was coined in the 1990s by Dr Stephen DeFelice. For him, “A nutraceutical is any substance that is a food or a part of a food and provides medical or health benefits, including the prevention and treatment of disease.”

Traditionally the nutraceutical was contained in a medicinal format such as a capsule, tablet or powder in a prescribed dose. Nutraceuticals can be broadly categorised as products which are extracted from natural sources (nature-like) or manufactured synthetically (man-made), which supplement the diet to provide nutrition over and above regular food and help prevent nutrition related disorders.

With more than 40 per cent deaths in developing countries attributable to risk factors linked to nutrition, nutraceutical is gaining momentum. Nutraceuticals is today one of the booming markets in India. This promising term reflects lucrative market opportunities for domestic as well as international pharmaceutical and nutraceutical companies. Nutraceutical has a spectacular annual growth rate of 25 % in Indian healthcare market.

In the global nutraceuticals market of $117 billion (Rs 547 billion), India's share is less than one per cent and is estimated to be around Rs 44 billion in size. US bags the largest share with 36 per cent share in consumption. China remains the largest producer of nutraceuticals.

However, India's growth rate for consumption of nutraceuticals is surprisingly at the rate of 18% for the last three years, functional foods and beverages being the driving forces. The global industry though grew at 7% CAGR. China, Japan, Korea and Taiwan were the leading Asian countries where the awareness and consumption of nutraceuticals were high. The potential Indian market for nutraceuticals is estimated to be at least two to four times than the current market size ( between Rs 89 billion and Rs 172 billion).

Companies leading the way in this Indian market include Sami Labs, British Biologicals, Plethico Pharmaceuticals, Parry’s India, Elder Pharma, Ranbaxy, Raptakos, Paras, Ce Chem and Tablets India, although several global pharmaceutical companies also dabble in India’s nutraceutical market. Companies competing in this market are finding a competitive edge in the areas of branding, pricing, promotional activities and channel partners.

Nutrients, herbals and dietary supplements are major constituents of nutraceuticals which make them instrumental in maintaining health, act against various disease conditions and thus promote the quality of life. They are convenient for today's lifestyle and are natural and bioactive chemical compounds that contain health promoting and disease preventing properties.

Functional food & beverage

According to the wikipedia, functional foods are designed to allow consumers to eat enriched foods close to their natural state, rather than by taking dietary supplements manufactured in liquid or capsule form. Functional foods have been either enriched or fortified, a process called nutrification. This practice restores the nutrient content in a food back to similar levels from before the food was processed. Sometimes, additional complementary nutrients are added, such as vitamin D to milk.

The category of functional drinks include sports drinks, energy drinks, fortified beverages which cover health and wellness drinks, nutraceutical drinks and enriched drinks, in addition to herbal drinks.

Fortified beverages are drinks that have vitamins and minerals. There are also a range of sports drinks, energy drinks and nutraceuticals which are targeted at specific medical or health benefits. The development of these products are now becoming the focus of many companies.

Functional food & drinks are known to help digestion, calm nerves and detox. There are several medicinal drinks which have been popularised over the years. These are appetite enhancers, digestive aids and sleep restorers. With the importance of the good health practices, pharma and dedicated nutraceutical companies are promoting drinks which are viewed as functional and convenient to the consumers.

The leading functional drinks in the country are health drinks like Horlicks, Bournvita, drinking chocolate, herbal teas and herbal preparations which are known to provide the required nourishment.

Despite a small base, the functional food & beverages market is poised for exponential growth in the forthcoming years as mentioned before, disease prevention and health & wellness are the focus areas for market participants and consumers in India and worldwide. According to a report by Frost & Sullivan, the malted health beverages market is currently worth Rs 2000 crore with strong double digit growth rates. This segment is poised for wide expansion in terms of both product and infrastructure. The FMCG giants have now started to develop functional foods, which are not of conventional origin: for instance, beverages that are sugar-free, low in cholesterol, foods such as granola bars.

The domestic malted health beverage and overall functional foods market is expected to witness exponential growth in the next 4-5 years with increasing products available off-the shelf, new entrants in the form of FMCG multinationals and domestic business groups venturing into the market and also an increasing consumer base. There is a distinct change in the regulatory space as well with organizations such as Foods Safety and Standards Act (FSSAI) framing set rules for governing production, labeling, packaging and marketing of such new age products. Increasing consumer awareness coupled with market development efforts from manufacturers and government agencies is likely to pave way for better growth in this space. Sports drinks also come under the category of functional drinks.

Dietary Supplements

A dietary supplement, also known as food supplement or nutritional supplement, is a preparation intended to supplement the diet and provide nutrients, such as vitamins, minerals, fiber, fatty acids, or amino acids, that may be missing or may not be consumed in sufficient quantity in a person's diet.

Dietary supplements can also be extracts or concentrates, and may be found in many forms such as tablets, capsules, softgels, gelcaps, liquids, or powders.”
Dietary supplements do not have to be approved by the US Food and Drug Administration (FDA) before marketing. Although supplements claim to provide health benefits, products usually include a label that says: “These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”
Many companies like Amway, Herbalife, Modicare, etc. manufacture and sell dietary supplements. Many hardcore pharmaceutical companies are also into the business of manufacturing and sale of food supplements.
The companies claim that normal food intake of every individual does not fulfill the body needs and make a complete diet. According to a dealer of Herbalife, who does not wish to be named, states, “with the fast moving world and increase in stress level, people hold a very poor diet. These dietary supplements which are easy to make, is equal to a complete diet. We have the temptation to eat more even after finishing a meal is due to the reason that the body hasn't received necessary nutrition. People just get into a fast food joint and pick up a burger or a packet of wafers to fill the hunger. But the craving doesn't stop, this is due to the deficiency of nutrients in the body. The only solution to this is eating a complete diet full of nutrition and the easy way is taking food supplements.”

The Indian market for nutraceuticals, dietary supplements and functional food & beverages is dominated primarily by pharmaceutical and FMCG companies with very few pure play nutraceutical companies. Pharmaceutical and FMCG players active in the nutraceuticals space have diversified by introducing product extensions and developing variants under existing brand names. Many new players have announced aggressive investment plans.

Functional foods constitute 23.9%, functional beverages 6% and dietary supplements 14%, presently.

Considerable amount of raw materials that run into making these products is contributed by India. A number of eminent research institutions in India are marching forward to add new ranges of products into this industry. This promising term reflects lucrative market opportunities for domestic as well as international pharmaceutical and nutraceutical companies.

Such products may range from isolated nutrients, dietary supplements and specific diets to genetically engineered foods, herbal products, and processed foods such as cereals, soups, and beverages.

With recent breakthroughs in cellular-level nutraceuticals agents, researchers, and medical practitioners are developing templates for integrating assessing and assessing information from clinical studies on complementary and alternative therapies into responsible medical practice.

Competition in the industry is driven by several factors such as price, safety, efficacy, packaging and brand loyalty, among others. With growing similarity among products and formulations, maintaining consumer brand loyalty is emerging as a critical yet complex issue. Global nutraceuticals market is characterised by intense competitive conditions, as a result of which consolidation activity has gathered momentum. Consequently, large pharmaceutical companies are taking over smaller and regional players to boost their position in the intensely competitive market.

Affordability, awareness and accessibilty are the major factors that depend on consumption of nutraceuticals in any country. With India's major chunk of population striving to win even their daily bread, it can be predicted that a number of years will have to pass before nutraceuticals become a household name in the country.

Challenges:

In the global market, there are significant product quality issues. The products from the international market may claim to use organic or exotic ingredients, yet the lack of regulation may compromise the safety and effectiveness of products. Companies looking to create a wide profit margin may create unregulated products overseas with low-quality or ineffective ingredients.

The challenges before the sector is the lack of regulations and clear-cut guidelines for development of these sectors. There is a need to provide adequate, reliable clinical data for the health benefits to enable the formulators to have a label claim. In addition, there is a serious need to create an awareness about the health benefits of the ingredients.

Opportunities:

In order to tap a huge latent potential market and to pave the way for nutraceuticals to supplement India's quality healthcare agenda, the government should lay down rules to govern quality and claims of nutraceutical products. To ensure implementation of these rules, the government should ensure availability of resources. Encouraging R&D in the field of nutrition and deploying PPP models to serve needs of the undernourished segment of population will further boost sector growth.

The private sector as well has a significant role to play. Companies should focus on developing customer focused products addressing specific needs of different consumer segments. It is important for players to create product differentiation by credibility building and/ or lowering prices of products. Product promotion to increase awareness of the benefits of nutraceuticals through advertising and physician.

Changing trends in cosmetics...

Looking good and presentable is next to breathing for humans. Cosmetics and skin care products are part of everyday grooming for both men and women. Protecting and preserving the skin is essential to good health and great booster of a person’s self-esteem.

Without any reservations of time, occasion or place, a translucent glass is enough for one to check himself up -- whether it’s in the lift, the rear mirror of your car or your neighbour’s window slide. And women have played a vital role since time immemorial in driving this industry to great heights.

According to a survey taken by feelingunique.com, women are not only reluctant to reduce their spending on cosmetics but when their purses come under pressure they are more willing to scrimp and save on food, according to new surveys.

Women invest their time as well as their hard-earned cash on their looks, with the average British woman spending more than two years (840 days) of her life in front of the mirror, according to the survey.

Siobhan McDermott, head buyer, feelunique.com, claimed that the industry was growing despite the credit crunch.

The Indian cosmetic Industry has witnessed rapid growth over the last couple of decades. Indian women between the ages of 15 and 44 years buy more than their expected share of make-up products, although the degree of over-representation decreases with age. Whether women know the application to use the makeup or not, they surely own sufficient variety and fancy dressingup.

Beauty cosmetic products that are manufactured in India include an extensive range of make-up cosmetics and toiletries like skin creams and lotions, perfumes, lipsticks and lip gloss, nail varnish, toothpastes, deodorants and eye and face make-up products to cite a few examples.

The Indian Cosmetics & Personcal Care market was around Rs 4800 crore in 2009 and is growing at 14-15 per cent year on year, according to an analyst.

The best definition of the term “Cosmetic” is that contained in the US Federal Food, Drug and Cosmetic Act of 1938, which stipulates that the term cosmetic means (1) articles intended to be rubbed, poured, sprinkled or sprayed on, introduced into, or otherwise applied to the human body or any part thereof for cleaning, beautifying, promoting attractiveness or altering the appearance, and (2) articles intended for use as a component of any such articles; except that such terms shall not include soap.

Cosmetic preparations may exert a four-fold action, namely, decorative, psychological, social and clinical.

Cosmeceuticals represent the marriage of cosmetics and pharmaceuticals. The clinal effect that cosmetics exert may be considered under cosmeceuticals. Cosmeceuticals are cosmetic products having medicinal or drug like benefits and able to affect the biological functioning of skin owing to the type of functional ingredients they contain. These products improve the functioning/ texture of the skin by encouraging collagen growth by combating harmful effects of free radicals, thus maintaining keratin structure in good condition and making skin healthier.

For example, a shampoo is a cosmetic because its intended use is to cleanse the hair. An anti-dandruff treatment is a drug because its intended use is to treat dandruff. Consequently, an anti-dandruff shampoo is both a cosmetic and a drug. Among other cosmetic/drug combinations are toothpastes that contain fluoride, deodorants that are also anti-perspirants, and moisturisers and makeup marketed with sun-protection claims. Such products must comply with the requirements for both cosmetics and drugs according to the FD&C Act.

Cosmeceuticals are cosmetic products with biologically active ingredients purporting to have medical or drug-like benefits. Dermatological research suggests that the bioactive ingredients used in cosmeceuticals do indeed have benefits beyond the traditional moisturiser.

The FD&C Act does not recognise any such category as "cosmeceuticals." A product can be a drug, a cosmetic, or a combination of both, but the term "cosmeceutical" has no meaning under the law.

Gobally, changing trends have been witnessed in the cosmetic business. Research and development drives have resulted in an increased number of innovative high-tech products that influence the skin texture and colour. Cosmetics are available in the form of organic cosmetics, mineral cosmetics and even environmentally friendly cosmetics to cater to an overwhelming demand for such products.

The manufacturers mostly cater to the great demand for cosmetics and toiletries that fall into the low or medium-price categories. Still there is a range of premium brand and super premium brands that charge accordingly and work as efficiently on the skin serving the purpose of usage.

The major players in the segment are Sante Mernaud, Ponds, Lakme,VLCC, Lotus Herbals, The Himalaya Drug Company, Neharika Exports, Velvette International, Johnson Smith, Shannaz, Jassons, Garnier, and Naturals. There is also a huge demand for hair colours and this is dominated by Schwarzkoph, L'Oreal, Wella and Godrej. In beauty and wellness, India is gaining ground. There is mushrooming of beauty clinics and people of all ages have a growing awareness about the range of cosmetics, therapies for dandruff, hair fall, sebo control treatment, split ends, dry hair and dry scalp treatments, straightening, spa treatments, acne treatments, skin lightening and pigmentations.

A visible trend is the growing number of unisex beauty parlours which is a clear indication that it is not just women but men too who are taking increasing interest in grooming. Consumers are asking their dermatologists and trichologists for solutions to their problems. While a lot of internal medicines are available, most of the topical solutions lack aesthetic value and appeal.

Skin whitening:
Fairness is one that everyone dreams about, no doubt how fair people look. At some stage in their life they do wish for more and try getting fairer therapies. Attaining a light skin complexion is one of the principal aesthetic criteria among Asian people and India is indeed a big market for companies into this business. It is also a positive socio-cultural indicator. Not only women but there are equal number of men using fairness creams and other bleaches for gaining a fairer complexion.

Personal care:
With a slew of products such as fairness creams, moisturizers, toners, shower gels and more, what is changing is not only the face of most Indian consumers, but that of the personal care industry in India as a whole. According to a report by Datamonitor, ‘Emerging Opportunities in the Indian Personal Care Industry,’ the total Indian personal care market is worth close to Rs 27,000 crore and grew at a CAGR of about 10% over the period 2006-10. Also, product categories such as personal hygiene and hair care products accounted for more than 60% of the total market size as of 2009. Apart from these two categories, the growing appreciation of personal grooming and styling among Indians has resulted in a substantial rise in the demand for products such as facial creams, hair colorants, styling gels and deodorants.

Rahul Ashok, Consultant, Consumer Markets, Datamonitor India states, “Over the last decade, the desire to look well-groomed and attractive has increased significantly among Indians since it is associated with increased confidence, positive personal traits and believed to open up better social and professional opportunities in life.”

Going Green:
In recent years, a significant shift has been observed in global patterns of consumer demand. The market for “green” solutions in the home and personal care segments is growing rapidly. The growth stems from increasing consumer awareness about the impact products have on their personal well-being, but also public health, society, and the environment. As consumers are increasingly concerned with environment, safety, societal, and personal well-being impacts of products they buy, the market for "green" solutions in the personal and home care / I&I segments is growing rapidly.

If manufacturers in the personal and home care segments as well as in the I&I market are to be successful, they have to offer products which deliver excellent performance, yet also serve this global “ecoethics” trend. Natural, renewable raw materials combined with an outstanding ecological footprint are one of the keys to achieve success in the markets.

The trend in cosmetics and toiletries towards botanical ingredients also poses challenges for preservatives since these organic materials are especially vulnerable to attack by an array of microbes, and may be tainted with bacteria. Although anti-microbial agents comprise a small portion of total finished product weight, the selection and loading levels of preservatives are crucial to the safety, shelf life and performance of the finished product.

Health & Wellness:
With increased health awareness, Indian consumer is also following the global trend of “Go healthy and be well” which has led to rising demand for H&W products in India. Many domestic and international FMCG companies are aggressively looking to tap this growing demand of the health & wellness conscious Indian consumers.

The industry, which is currently reported as Rs 11,000 crore, is expected to remain buoyant and has potential to sustain a compound annual growth rate (CAGR) of approximately 35 per cent for the next five years, according to a latest study report. The wellness industry can be bifurcated into seven core segments of allopathy, alternative therapies, beauty, counselling, fitness/slimming, nutrition and rejuvenation, explains that the rejuvenation services such as spas, alternative therapies, ayurveda treatments and beauty services are expected to show growth rates as high as 30 per cent of the overall growth.

Market surveys by management schools are indicating that the cosmetic and beauty products market in India is expected to boom in the next five years. There are several international players more so from Europe and the US who are on the lookout for distributors and joint venture partners to set up third-party manufacture and packaging in India. There is also a growing interest among international cosmetic giants to outsource their manufacture to India. Globally Italian companies have already commenced production of many of their products from Brazil and China. India is another location which will soon be converted in to a cosmetic production hub. The primary reason is the cost and availability of manpower.

Challenges in the cosmetic market is that there is an absolute failure on the part of the industry to present a case to the Union government for framing quality regulations for both the domestic and exports. There is also a need for stringent import regulations to correct the penetration of spurious or sub-standard products into the country which may cause more harm to consumers health.

Consumer analysts, marketing experts and the World Health Organization (WHO) would all agree: actively enhancing mental and physical wellness will be one of the most important issues in the coming years. The wellness trend is closely linked to the convenience concept, which values the increased comfort and other additional benefits that can be achieved by using time more efficiently. Another important aspect is sustainability: both products and manufacturing processes should be in line with man and nature. The wellness trend: health, well-being and convenience.

Nutraceuticals: Because prevention is better than cure

One market that is strongly accelerating around the world in recent years is nutraceuticals and India is one country that is bagging on it in lumpsome. Considerable amount of raw materials that run into making nutraceuticals is contributed by India. A number of eminent research institutions in India are marching forward to add new ranges of nutraceutical products into this industry. This promising term reflects lucrative market opportunities for domestic as well as international pharmaceutical and nutraceutical companies.

Experts define nutraceuticals as a combination of nutrition and pharmaceuticals, refers to extracts of foods claimed to have a medicinal effect on human health. Traditionally the nutraceutical was contained in a medicinal format such as a capsule, tablet or powder in a prescribed dose, although more modern nutraceuticals such as probiotic drinks and yogurt are now found in ordinary supermarkets alongside normally everyday versions of the product. More rigorously, nutraceutical implies that the extract or food is demonstrated to have a physiological benefit or provide protection against a chronic disease. The role of nutraceuticals or dietary supplements plays a prominent role in the present day world as they provide health benefits and are alternatives to modern medicines. They are gaining acceptance for their ability to address several diseases including diabetes.

With the mushrooming of nutraceutical manufacturers in the country, the market is protruding an upward graph. According to the FICCI - Ernst & Young study titled ‘Nutraceuticals - Critical supplement for building a healthy India,’ the Indian nutraceuticals market is estimated to be USD one billion. While the global market is growing at a CAGR of seven per cent, the Indian market has been growing much faster at a CAGR of 18 per cent for the last three years, driven by functional food and beverages categories. However, the latent market in India is two to four times the current market size and is between USD 2-4 billion with almost 148 million potential customers.

Of the global nutraceuticals market of USD 117 billion, India has less than one per cent share. Globally, this market is expected to reach USD177 billion in 2013, growing at a CAGR of seven per cent driven by the fast growing dietary supplements category.

According to Cygnus estimates, nutraceuticals market in 2007 was Rs 18.75 billion, expected to grow at 20% CAGR to achieve a market size of Rs 27 billion in 2009. Global nutraceuticals market was estimated at USD120 billion in 2007.The US has been the major market for nutraceuticals with India and China becoming fastest growing markets. Nutraceuticals are gaining acceptance for their ability to address several diseases. Vitamins, Minerals and Nutrients constitute about 85% of the market while antioxidants and anti-agents account for 10% other segments such as herbal extracts occupy 5% of the market, globally. Cygnus has considered nutraceuticals along with functional foods to estimate the total market of nutraceuticals, both global and Indian market.

As a concept, ‘Nutraceuticals’ is still in its stage of infancy with several developed countries having defined it only in the last 15 years. With more than 40 per cent deaths in developing countries attributable to risk factors linked to nutrition, nutraceuticals are gaining momentum.

The United States, Europe and Japan dominate the global market, with the combined share estimated at about 86% for 2007. The three regional markets are expected to continue to hold on to
their leading position as global producers and consumers of nutraceuticals due to high-income levels of consumers, greater awareness and widespread preferences for speciality nutritional and herbal products, and trends promoting preventive medicine and self-treatment. An expanding proportion of elderly population, enhanced awareness about health and nutrition and availability of scientific evidence linking diet and health are major factors contributing to the strong growth being witnessed in the worldwide nutraceuticals market. Escalating costs associated with healthcare constitutes another factor that is pushing the demand for self-medication and healthy foods, states a report by the Global Industry Analysts.

Nutrients, herbals and dietary supplements are major constituents of nutraceuticals which make them instrumental in maintaining health, act against various disease conditions and thus promote the quality of life. They are convenient for today's lifestyle and are natural and bioactive chemical compounds that contain health promoting and disease preventing properties.

Competition in the industry is driven by several factors such as price, safety, efficacy, packaging and brand loyalty, among others. With growing similarity among products and formulations, maintaining consumer brand loyalty is emerging as a critical yet complex issue. Global nutraceuticals market is characterized by intense competitive conditions, as a result of which consolidation activity has gathered momentum. Consequently, large pharmaceuticals companies are taking over smaller and regional players to boost their position in the intensely competitive market.

Affordability, awareness and accessibilty are the major factors that depend on consumption of nutraceuticals in any country. With India's major chunk of population striving to win even their daily bread, it can be predicted that a number of years will have to pass before nutraceuticals become a common name in the country.

“It is vital to have interventions in the form of nutraceuticals and make it a part of our preventive health care systems; for this all stakeholders – government, industry, academia from food, as well as health fields, need to pool in their efforts to have a national food policy and a national health policy that complement each other,” states Rashmi Uppal, technical marketing manager – foods, DSM Nutritional Products India Pvt. Ltd.

The Indian nutraceutical market is dominated primarily by pharmaceuticals and FMCG companies with very few pure play nutraceutical companies. Pharmaceutical and FMCG players' active in the nutraceuticals space have diversified by introducing product extensions and developing variants under existing brand names. Many new players have announced aggressive investment plans.

Various risk factors related to health, result from an imbalance in nutrition. Such imbalances in India are widely prevalent, leading to adverse outcomes. These adverse outcomes are estimated to cost nearly one per cent point to India's GDP and so improvement in nutrition status is a critical part of the country's agenda for progress. An estimate of the cost of nutrition related disorders was 0.85 per cent of the GDP in 2004, and is expected to increase up to 1.2 per cent of India's GDP by 2015.

Analysis of India's dietary intake reveals nutritional imbalances across most segments of population The report states that majority of the undernourished population (380 million) faces a challenge to meet foundation needs to maintain normalcy of being. There is a huge population (570 million) that is nourished in calorie intake but not in terms of nutrient intake. They face the challenge of preventing condition specific needs in addition to foundation needs and could be the largest contributor in making India the future cardiovascular and diabetes capital of the world. There is another population segment (80 million) which consumes nutrients and calories more than the norm due to their enhanced physical requirements.

According to Naveen Kumar, faculty, Manipal College of Pharmaceutical Sciences, Manipal, Karnataka, “Nutraceuticals are presenting excellent opportunities for research scholars and industry people to exploit their usefulness. The use of nutraceuticals, as an attempt to accomplish desirable therapeutic outcomes with reduced side effects, as compared with other therapeutic agents has met with great monetary success. The preference for the discovery and production of nutraceuticals over pharmaceuticals is well seen in pharmaceutical and biotechnology companies.”

India capitalising opportunities

In order to tap a huge latent potential market and to pave the way for nutraceuticals to supplement India's quality healthcare agenda, the government should lay down rules to govern quality and claims of nutraceutical products. To ensure implementation of these rules, the government should ensure availability of resources. Encouraging R&D in the field of nutrition and deploying PPP models to serve needs of the undernourished segment of population will further boost sector growth

The private sector as well has a significant role to play. Companies should focus on developing customer focused products addressing specific needs of different consumer segments. It is important for players to create product differentiation by credibility building and/ or lowering prices of products. Product promotion to increase awareness of the benefits of nutraceuticals through advertising and the physician.