World Journal of
Pharmaceutical and Life Sciences

EFFECT OF VALUE ADDITION AND PRODUCT DIVERSIFICATION ON HERBAL PRODUCT PROMOTION

Dr. Akanksha Pandey*

ABSTRACT

This review is about how value addition and product diversification influence herbal product promotion. Medicinal plant products are widely used in treating or preventing various diseases in developing countries. The various value-added medicinal plant products which are in demand in the market include dried plant parts, dried powders, concentrated extracts, isolated phytochemicals, herbal medicinal formulations, herbal cosmetics, nutraceuticals, insecticide and biopesticide preparations. Value addition is adding extra benefits to a product in terms of improved shelf life, efficacy and product acceptance. When herbal raw materials are processed properly as per WHO guidelines their quality and shelf life will be improved. Product diversification is the practice of expanding the sales of an existing product by applying new technology. For product diversity the best example is herbal shampoo, which is available in the form of dry powder, liquid, gel, emulsion with added benefits like antidandruff or hair growth promoting qualities prepared in different colors with different fragrances to meet consumer requirements. Aloe vera is used as a medicine in Ayurveda whereas its juice is sold as a nutraceutical and it is also used in many cosmetic preparations. Many traditional herbal products are now available in the market as nano formulations with improved effects. Product diversification leads to variety of options for product buyers and also boosts company’s brand image and yields good profits. Value addition and product diversification of herbal products aid in consumer acceptance and also provides scope to the company to face the global marketing challenges.

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