Brihans Natural Products

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Brihans Natural Products Limited is an Indian consumer goods company headquartered in Pune, Maharashtra. Incorporated on 20 April 2000, it is best known for manufacturing and marketing Ayurvedic skin care, hair care, and health care products.

Best known for using natural product-derived active ingredients, its various products have been used in various fields of scientific research, but have also received notable criticism from the media and academia.

History

1998–2010

In 1998, the Brihan Maharashtra Sugar Syndicate established a pharmaceuticals division in Mumbai to research and develop herbal medication using allopathic delivery systems and Ayurvedic formulae.Template:Sfn In August 1999, the company conducted market analysis in Andhra Pradesh for skin care and hair care products with Ayurvedic formulae to address the side effects caused by cosmetic products, and then repeated the analysis on a national scale by February 2000.[1]Template:Sfn Brihans Natural Products was formally incorporated by Mandar Agashe on 20 April 2000 as a private limited company, and as a subsidiary of the syndicate.Template:Sfn

By September 2001, the company was operating through a distribution network across India, exporting its products to the United Arab Emirates, Oman, Malaysia, and the Maldives. The company's initial products were a dandruff and hair loss prevention lotion and a chewable tablet for mouth ulcers. That same year, the company was awarded an Udyog Ratna Excellence Award from the Institute of Economic Studies, in New Delhi.[1]

In December 2002, the company launched a shampoo and a skin gel, and further established a division to distribute to beauty parlours.[2] In January 2003, the company announced plans to export to the United States and Europe, announcing a partnership with TSI Consumer Goods, to export Aloe vera juices and powders to be manufactured into personal care products for distribution within Europe from Germany. The company also exported to Sri Lanka, Mauritius, Thailand, and South Korea at that time.[3]

By January 2004, the company was manufacturing several Aloe vera-based products and cucumber based products,[4] and had introduced a hibiscus based hair gel.[5] The company has also been a member as pharmaceutical formulations and herbal or neutraceutical products manufacturer of the Pharmaceuticals Export Promotion Council under the Ministry of Commerce and Industry of India since May 2004.Template:Sfnm By November of that same year, the company began exporting to Australia and South East Asia.[6] By March 2006, the company had launched health juices,[7] and further launched a turmeric based face wash in June that same year.[8] As of 2007, the company was headquartered in Shaniwar Peth, Pune.Template:Sfn

2010–2020

In January 2013, Sheetal Agashe was appointed the managing director of the company, having previously served as its chief executive officer since 2005.Template:Sfn By May 2014, the company was exporting to Réunion and Singapore and manufactured most of its range with Aloe vera as the primary ingredient,[9] having secured a trademark for its trade name in October 2013.[10] In October 2016, the company's flagship brand was shortlisted as one of India's most trusted brands by the business analysis firm IBC InfoMedia.[11][12]

In July 2017, the company sponsored Vikram Phadnis's directorial debut, Hrudayantar (2017), starring Mukta Barve and Subodh Bhave, with its products being placed in scenes throughout the film.[11] In August of that year, the company's reported competitors were Patanjali Ayurved, Dabur, the Baidyanath Group, and the Himalaya Wellness Company.[13]Template:Sfn In September 2017, the company was also part of a shopper marketing trade show in Navi Mumbai hosted by the Maharashtra Industrial Development Corporation.[14] In March 2018, the company was a brand sponsor for the Marathi edition of the Mirchi Music Awards.[15] In September of that year, the company further sponsored Femina magazine's Mrs. Stylista beauty pageant.[16] In December of that same year, the company was awarded an India's Most Admired Brand Award by the market research firm White Page India.Template:Sfn

By April 2019, the company was sourcing locally produced raw material from drought-prone Solapur in Maharashtra, and its marketing strategy relied on celebrity endorsements, film and television product placements, and award show sponsorships.[11] In May of that year, the company's reported market share of Aloe vera on the Indian subcontinent was significant.Template:Sfn In May and June of that same year, Malaika Arora endorsed the company's products in sponsored columns in Times Life,[17] followed by posts over social media that July.[18] In August of that year, the company's flagship brand was once again shortlisted as one of that year's most trusted brands in India from IBC InfoMedia,[12] and in December 2019, received a Promising Brand Award from The Economic Times,[19][12] with the company further sponsoring the 6th Filmfare Glamour and Style Awards that same month.[20]

2020–present

In a July 2020 report prepared by the National Institute of Agricultural Marketing, the company's operations in the Indian Aloe vera market were cited as significant.Template:Sfn In December 2020, amidst the COVID-19 pandemic, the company launched a 60% w/w alcohol based hand sanitizer and a liquid hand soap.[21] By July 2021, the company was exporting its products across India, the United Arab Emirates, Singapore, Nepal, and Malaysia.[22] In December of that year, the company was part of a shopper marketing trade show organised by the Rotary Club of Madgaon.[23]

In January 2022, the company's flagship brand was the recipient of a Femina magazine's Power Brands Award,[24] and was awarded a Movers and Shakers Award from Outlook in May 2022.[25] The company itself was awarded a Best of Bharat Award from the Exchange4Media Group that same month.[26] In August that same year, the company was a brand sponsor for the 67th Filmfare Awards.[27] In 2023, the company further sponsored the Sakal Premier Awards in April,[28] the Grazia Millennial Awards in June,[29] the Bhojpuri Icon Awards by Filmfare and Femina in July,[30] and the 2023 Filmfare OTT Awards in November.[31] In March 2024, the company sponsored the inaugural Women Achievers Awards hosted by the police commissioner of the Pune Police.[32]

Product history

The company has manufactured gels, moisturizers, shampoos, and ointments under its flagship brand Greenleaf since December 2002,Template:Sfn[2] and has been cited for using the balanced scorecard strategy in its business performance management.Template:Sfn The products are typically manufactured with natural products such as Aloe vera, Curcuma longa, Melaleuca alternifolia, Cucumis sativus, Hibiscus rosa-sinensis, Prunus amygdalus, and Garcinia indica as active ingredients in their formulations.[12][33] The products have generally been marketed for the summer season.[34]

In January 2006, The Economic Times reported that the company manufactured standardized batches of Aloe barbadensis to prevent contamination in its products.[35] The company has manufactured sugar free health juices containing Aloe vera and Phyllanthus emblica since March 2006.[7][3] The juices are typically fibrous in consistency, and are marketed as nutritional supplements and immunity builders.[12]Template:Sfn Since 2016, GreenleafTemplate:Efn has also served as the umbrella brand for the company.Template:Sfn

The company has manufactured a dandruff and hair loss prevention lotion since April 2000,[36] before introducing a shampoo in December 2002,[2] and then a hair serum containing Aloe vera, Hibiscus rosa-sinensis, Lawsonia inermis, Phyllanthus emblica, and Eclipta prostrata in November 2023.[37] The company also manufactures a chewable tablet with Glycyrrhiza glabra and Acacia catechu for mouth ulcers, usually marketed as an over-the-counter herbal medicine.[1]Template:Sfn

In science

The company's various products have also been used in scientific research,[38] particularly in the fields of pharmacology, phytochemistry, pharmacognosy, botany, chemistry, food technology, and food science.Template:Sfnm

The company's Greenleaf Aloe Vera Gel was used as the research material in a July 2008 study published in the journal Phytotherapy Research conducted by Rishi et al, studying the anti-inflammatory property of Aloe vera on the inflammation caused by the Salmonella enterica subsp. enterica subspecies of the genus Salmonella OmpR when applied topically or administered by intraperitoneal injection, concluding that the superoxide dismutase present in Aloe vera mediated the inflammation by increasing macrophage levels.Template:Sfn

The company's initial organic Aloe vera juice exports to Europe were cited in a December 2009 study published by the journal Beverage & Food World conducted by Singh et al from the food technology departments of the Allahabad Agricultural Institute and the National Productivity Council, researching the use of hurdle technology in determining the effects of pasteurisation or the use of preservatives as efficient preservation methods on the pH and total suspended solids in Aloe vera juice.Template:Sfn

In a September 2023 study published by the Journal of Photochemistry and Photobiology in January 2024, Sahoo et al sought to study if N-acetylcysteine would photo-stabilize avobenzone under natural sunlight by integrating avobenzone, N-acetylcysteine (as a wound healing agent), and glutathione as a skin whitener into the company's Greenleaf Aloe Cucumber Gel using Ellman's reagent. Their findings concluded that their integrated formulation with the Greenleaf Aloe Cucumber Gel protected the skin against UVA radiation because the N-acetylcysteine deactivated the keto-avobenzone, and promoted keto-enol tautomerization.Template:Sfn

Controversies and criticism

In April 2014, the company's advertisement for its hair loss lotion brand CleanComb was complained against to the Consumer Complaints Council of the Advertising Standard Council of India. The complaints alleged that the advertisement misled customers in violation of the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954. The company's brand was one of several consumer brands from the health care and personal care products industries to be complained against.[39]

In October 2017, the Consumer Complaints Council of the Advertising Standard Council of India further upheld consumer complaints suo moto against the company's advertisement of their flagship Greenleaf Pure Aloe Vera Skin Gel product in the personal care products category. The complaints alleged that the company's use of the "India's Most Trusted Brand Award 2016" from IBC InfoMedia was unreferenced within the advertisement, further alleging that the survey methodology, survey data, evaluation criteria, and competitor analysis for the award were missing from the advertisement.Template:Sfn

The complaints further alleged that the product's claimed effects against acne, sunburn, rashes, skin allergies, cuts, and wounds were inadequately substantiated with comparative research for product efficacy, and thus misleading as per the Drugs and Magic Remedies Act, 1954, and the Drugs and Cosmetics Rules, 1945.[40][41] As a result, the company conducted clinical trials in April 2018 for the product which allegedly proved that it reduced inflammation and improved healing of the skin.[22]

The company's 2017 advertising flaws were cited in a February 2020 analysis published in the Asian Journal of Multidimensional Research by C. L. Avadhani at Annamalai University, studying the advertising laws and regulations of India that applied to the healthcare industry.Template:Sfn

See also

Notes

Template:Notelist

References

  1. ↑ 1.0 1.1 1.2 'Udyog Ratna' for Brihans. The Times of India(7 September 2001). Retrieved 16 February 2024.
  2. ↑ 2.0 2.1 2.2 Brihans unveils new products. Business Line(3 December 2002). Retrieved 16 February 2024.
  3. ↑ 3.0 3.1 Brihans Natural Eyes US, European Markets. The Financial Express(24 January 2003). Retrieved 16 February 2024.
  4. ↑ A New High. Business India({Template:Date).
  5. ↑ Anti-oxidant gel enriched with Vitamin C. Asian Sources Gifts & Home Products({Template:Date).
  6. ↑ Corporate Briefs: Brihans move. The Telegraph(4 November 2004). Retrieved 16 February 2024.
  7. ↑ 7.0 7.1 Health & Beauty. The Times of India(8 March 2006). Retrieved 16 February 2024.
  8. ↑ Brand Launches: Healing Aloe. The Times of India(21 June 2006). Retrieved 16 February 2024.
  9. ↑ Template:Cite magazine
  10. ↑ [{{{url}}} Brihans Natural Products Ltd Receives Approval for Trademark BRIHANS NATURAL PRODUCTS]. Indian Trademark News(25 Oct 2013).
  11. ↑ 11.0 11.1 11.2 [{{{url}}} शीतल आगाशे – प्रेरणादायी 'बिझनेस लीडर']. Sakal(3 April 2019).
  12. ↑ 12.0 12.1 12.2 12.3 12.4 6 Aloe Vera Products That Will Make You Go 'A Loe You Very Much'. Whats Hot(9 November 2021). Retrieved 16 February 2024.
  13. ↑ Template:Cite press release
  14. ↑ कन्झ्युमर्स शॉपी प्रदर्शनाचा फायदा नगारिकांना होईल : भूषण गगराणी. Navi Mumbai Live(30 September 2017). Retrieved 30 March 2025.
  15. ↑ Celebrities at Mirchi Music Awards Marathi 2018. News18(14 March 2018). Retrieved 16 February 2024.
  16. ↑ Template:Cite magazine
  17. ↑ Multiple articles:Template:Bulleted list
  18. ↑ Malaika Arora की जवां स्किन का राज है ऐलोवेरा जेल. Navbharat Times(23 July 2019). Retrieved 21 February 2024.
  19. ↑ Template:Cite AV media
  20. ↑ Template:Cite magazine
  21. ↑ Template:Cite magazine
  22. ↑ 22.0 22.1 Template:Cite magazine
  23. ↑ मडगावात 'कन्झ्युमर्स शॉपी'चे उद्घाटन. Tarun Bharat(2 December 2021). Retrieved 31 March 2025.
  24. ↑ Template:Cite magazine
  25. ↑ Outlook Business: Meet The Movers And Shakers Of Indian Business. Outlook India(7 May 2022). Retrieved 16 February 2024.
  26. ↑ Template:Cite AV media
  27. ↑ Template:Cite magazine
  28. ↑ Sakal Premier Awards 2023: 'सकाळ प्रीमियर' सोहळ्यात गुणवंतांचा गौरव... Sakal(15 April 2023). Retrieved 16 February 2024.
  29. ↑ Template:Cite magazine
  30. ↑ Template:Cite magazine
  31. ↑ Template:Cite magazine
  32. ↑ Pune Police Commissioner Amitesh Kumar Lauds Women's Contributions at Punekar News Women Achievers Awards Event. Punekar News(24 March 2024). Retrieved 11 April 2025.
  33. ↑ Template:Cite magazine
  34. ↑ Template:Cite magazine
  35. ↑ Green Leaf: India's 1st Skin Gel with 90% Aloe Vera. The Economic Times(30 January 2006). Retrieved 16 February 2024.
  36. ↑ CleanComb Hair Loss Lotion MANUFACTURER: Brihans Natural Products CATEGORY: 321 - Hair Colorings Other Hair Products. International Product Alert({Template:Date).
  37. ↑ Give Your Hair The Care It Deserves With Greenleaf Anti Hair Fall Hair Serum From Brihans Natural!. Whats Hot(17 November 2023). Retrieved 16 February 2024.
  38. ↑ Multiple sources:Template:Bulleted list
  39. ↑ ASCI upheld complaints against 82 out of 124 ads in April 2014. BestMediaInfo(27 June 2014). Retrieved 16 February 2024.
  40. ↑ ASCI bans 200 ads in October 2017; Healthcare, Education sector tops list of banned ads. Moneylife(28 December 2017). Retrieved 16 February 2024.
  41. ↑ ASCI Update: Complaints against 200 out of 319 ads upheld in October 2017. AFAQs!(29 December 2017). Retrieved 16 February 2024.

Bibliography

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  • Globalisation of Indian Healthcare Services{{#if:|, {{{last}}}}. Vandana Publications(2017). ISBN 978-81-934822-8-5
  • Company News and Notes{{#if:|, {{{last}}}}. Ministry of Commerce & Industry(July 2000)
  • Pharmexcil: Pharmaceuticals Export Promotion Council Members Directory{{#if:|, {{{last}}}}. Ministry of Commerce and Industry(2008)
  • Pharmexcil: Pharmaceuticals Export Promotion Council Members Directory{{#if:|, {{{last}}}}. Ministry of Commerce and Industry(2005)
  • India's Most Admired Brands 2018-19 : Research by White Page{{#if:|, {{{last}}}}. Pegasus Events & IQ Design Studio(2018)
  • Medicinal Plants in India{{#if:|, {{{last}}}}. Regency Publications(2002). ISBN 978-81-87498-51-3
  • Femina presents Pune's Most Powerful 2018-19{{#if:Sathe-Patwardhan|, Sathe-Patwardhan}. Worldwide Media(2019)
  • The Indian Newspaper Society Press Handbook{{#if:|, {{{last}}}}. S. Bhushan Jain(2007)

Academic articles

Business reports

Template:Refend

Further reading

  • Brihans Natural Products Brochure{{#if:|, {{{last}}}}. Brihans Group(20 April 2022)

Template:Cosmetics Template:Subject bar Template:Authority control

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