Company Watch

Avesthagen launches plant-based BioActives

Our News Bureau - Mumbai

Avesthagen recently announced the launch of seven new botanical BioActives under the Avesta brand, aimed to promote wellness through prevention of specific degenerative conditions like diabetes, bone loss and cardiovascular diseases. These bioactives will be available as dietary supplements appealing to the youth, as well as in cereal bars and cracker categories.

Differentiating Avesta products from other products containing these traditional compounds already in the market, Dr Villoo Morawala Patell, Founder, Chairperson and Managing Director of Avesthagen, pointed out that the Avesta products were scientifically validated. Avesthagen has superimposed the pharmaceutical model of product research on botanical extracts. Patell said that the company had applied for patents for the same and there were many more such bioactives in the pipeline. This venture comes under the bio nutrition business of Avesthagen.

In the first stage, the bio-active ingredients will be used in food products like cereal bars and crackers, and sold via the fast moving consumer goods (FMCG) and pharmacy channels. This will be through Avesta Good Earth, a subsidiary of Avesthagen. Once they emerge from human trials and get necessary regulatory approvals, they will be launched as tablets/capsules via a prescription pharma route.

According to Sandip Dang, Chief Executive Officer, Avesta Good Earth, the functional foods market in India is estimated to be between Rs 150-200 crore, with the global market at $80 billion. Samaresh Parida, Chief Executive Officer, Avesthagen pointed out that the company is only "scratching the surface" with these launches. As the health food market in India is very new, it will be a matter of positioning.

Avesthagen uses two of its patented technologies to develop the bioactives- Adept, a comprehensive database, that brings together traditional medicine with modern systems biology; and MetaGrid, a unique algorithm that enables comprehensive constituent profiling. The metabolic fingerprints generated not only help characterise the bioactives but also help in quality control and assurance. The MetaGrid also helps maintain batch-to-batch reproducibility of the bioactive, which is an issue in conventional systems. Avesthagen uses cell-based assays and GLP-compliant preclinical studies to ensure safety and efficacy of the bioactives. Organoleptic optimisation is done to improve the taste and other properties. The bioactives are manufactured in an ISO 9001:2000, ISO22000: 2005 facility.

The bioactives launched include Aspand for controlling blood sugar, Teestar which moderates blood sugar levels, Cincata for maintaining blood glucose levels, Bonapure which promotes bone growth, Phytossea to assist in inhibiting cartilage degradation, Smartchol for moderating cholesterol levels and Xanomax which has antioxidant properties. Speaking on the sidelines of the launch, Patell said that these bioactives take the prevention rather than the prescription route. The increased incidence of chronic diseases and degenerative conditions across the globe has spurred interest in these health-promoting ingredients.