Indian conglomerate Essel Group, owner of Zee TV, is actively building its newly established direct-selling business with the launch of its first nutraceutical product designed for blood sugar control.

The product, sold under the name Nutrasulin EZCare Health Essentials, was developed with Ishaanav Nutraceuticals, which is both a contract manufacturer and brand owner.

Formulated with Hintonia latiflora, the capsule product categorised as Food for Special Dietary Use is said to be a “clinically proven formula for the management of type II diabetes.”

The Mumbai-headquartered Essel Group branched into direct-selling in April this year with the aim of introducing products that could improve the standard of living to the Indian population.

Its direct-selling business, run by its subsidiary firm Zingool Technologies, sells a range of beauty, health, home, women, and home essential products under the EZCare banner. It also sells ayurvedic products under the brand Sachveda Life Science and Kremlin.

Nutrasulin is the first product that it is selling under its EZCare Health Essential portfolio. It has been made available in the market since October.

Speaking to NutraIngredients-Asia, Vishal Srivastava, director and business head of EZCare, said that the company was expanding into nutraceuticals, with a special interest in blood glucose control due to the rising numbers of diabetics across India.

“There are various products launched in EZCare, there are Ayurveda, home cleaning solutions. But our biggest launch to date has been Nutrasulin...As you know, India is the world’s second largest diabetic population. Very soon, this second largest population will turn to first. We will be the first country in the world which will have the largest population of diabetic people,” he said.

A study published last year in The Lancet Diabetes & Endocrinology reported a weighted prevalence of diabetes at 11.4 per cent and prediabetes at 15.3 per cent. The study was funded by India’s Ministry of Health and Family Welfare’s Indian Council of Medical Research and Department of Health Research (ICMR).

Large numbers of diabetics could also become a stress on Indian health care system, said Vishal.

The company is thus seeing market opportunities for nutraceuticals that are natural and clinically studied. This is especially since the usual protocol is to use pharmaceuticals to manage the condition.

“Diabetes is mostly controlled with the use of various medications…When we came across this product concept, we thought it will be perfect, not for the business but as a contribution to our nation. Because this product has huge potential to control the diabetes in a natural way and is clinically proven.”

Nutrasulin was formulated based on Ishaanav Nutraceutical’s Hintosulin – a product for managing pre-diabetes and as an adjuvant to type II diabetes treatment.

The active ingredient, the bark extract of Hintonia latiflora, is produced by German firm Gehrlicher Herbal Extracts via a patented method.

Findings of a six-month, open, prospective study published in the European Journal of Medical Research in 2014 showed that the supplementation of Hintonia latiflora extract could improve blood glucose control in individuals with type II diabetes.

It added that the extract could be regarded as safe and useful when an adequate control of blood glucose balance cannot be achieved with dietary measures alone.

K. Devasenapathi, founder and chairman of Ishaanav Nutraceuticals Pvt Ltd, pointed out that Hintosulin has been approved by Food Safety and Standards Authority of India (FSSAI) for the management of blood glucose level in pre-diabetes. The company is also looking to introduce Hintosulin as a finished product or as a white label product into South East Asia.

Pradip Chakraborty, adviser for Ishaanav Nutraceuticals, added that Hintonia latiflora has been in use in Germany as early as 1940s.

Direct sellers and HCPs

There are currently about 10,000 direct sellers distributing EZCare’s products across India and the aim is to reach 100k direct sellers in a year’s time.

As distribution of Nutrasulin reaches more parts of India, there could be plans in tapping on synergies across the group’s businesses in promoting the product.

Meanwhile, the focus is on educating direct sellers the benefits and uses of Nutrasulin, as well as engaging healthcare professionals such as doctors, nutritionists, and dietitians in prescribing or recommending the product to patients.

“The direct sellers pool which we have comprise of healthcare professionals, including doctors, nutritionists, dietitians, physiotherapists. This means there are healthcare professionals who are trained about this product, and they are well positioned to further impart knowledge of the product and train others on how this product could help with a better lifestyle and manage diabetes in a natural way,” said Vishal, adding that the product should be taken under medical supervision.

At the same time, the company has also been organising teaching modules, seminars, and conferences in educating the use of Nutrasulin.