Smriti Mandana, Vice-Captain of the Indian Women’s National Cricket Team and Ajay Khanna, MD of Herbalife Nutrition India, attended an event in Mumbai last week to announce the partnership between Mandana and Herbalife Nutrition India.
Growing up in the small town of Meerut in Uttar Pradesh, Ajay Khanna watched his fitness-loving father play squash, swim and take early morning walks. He also watched his mother cook great meals and was always mindful of eating healthy. This instilled in him the concept of fitness, which he remains deeply committed to today. The capricious 61-year-old Khanna is literally making headway as he’s vice president and managing his director at Herbalife, the world’s second largest global market. .
Ajay Khanna, Senior VP and MD, Herbalife Nutrition India |
In your 14 years with Herbalife, how have you seen the brand evolve? Can you tell us some of the big things you’ve learned over the years?
Herbalife Nutrition has been in India for over 20 years. Globally, we have been around for over 40 years. Since I started his 14 years ago, with just a handful of distributors and products, to today with over 1 million distributors and over 1 million of his preferred customers. I’ve seen In 2017 we split our business into distributors who are business builders and people who are enthusiasts of our products. increase. In India, we are the number one nutrition brand. Globally, we are her #1 meal replacement brand according to Euromonitor.
How has Herbalife India performed as a company? Where does it fit in the global hierarchy of Herbalife’s top markets? Can you share the numbers?
India has achieved double-digit growth in the last three years. It seems that there are many people who participate aiming at business opportunities. And yes, today India is Herbalife’s second largest market in the world. It’s certainly second to the US, but we think India has a chance because it could be number one. In India, our products are very well received by his Gen Z.
There were concerns about direct selling until the government regulated it in 2019. Are there still hurdles to direct sales?
Thank you government for regulating this industry. You are right, there have been concerns in this industry for several years, but in 2019 direct selling came into effect as part of the Consumer Protection Act. I mean, it’s a regulated industry, albeit one that people are still slowly embracing.
Herbalife as a sports nutrition brand has been associated with various sporting events such as the 2022 Birmingham Commonwealth Games, Goa’s Ironman, the Tokyo Olympics and athletes from Virat Kohli, Mary Kom and now Smriti Mandana. I’ve been involved with What do these associations do for brands?
We are a science-based organization. Our aim is to talk about a healthy and active lifestyle through all the sports personalities associated with us such as Virat, Mary Kom, Lakshya Sen and now Smriti. is a live sports icon that represents the . Also, the Indian government is promoting Khelo India, so our efforts are in line with the government’s mandate.
What other brand associations does Anvil have?
We are working with the Food Safety and Standards Authority of India (FSSAI), the food regulator of the Fit India campaign. To that end, we train our students in various institutions, such as schools and colleges. To date, over 40 research institutions have participated in this ‘Eat Right’ campaign, and we are working closely with them. It’s not just about products, it’s also about promoting hygiene, good nutrition and an active lifestyle.
How do you feel about targeted nutrition? How have consumers adapted to the concept of meal replacement? Are you trying to differentiate yourself?
All the challenges of the past few years have made people more conscious about health and nutrition, so the nutritional supplement industry should grow. I am also working on Ayurveda.
Herbalife’s biggest USP is that we are a nutrition and wellness focused company. Our approach may be direct sales, but we are focused on nutrition with R&D centers around the world.Last year we opened our own Center of Excellence in Bangalore.
How are India’s Centers of Excellence contributing to global and local growth?
India has great opportunities and our R&D center in India helps us understand the requirements of the Indian market. Many products are made specifically for India. For example, Formula One Shake becomes Formula One Shake Kulfi here and the recently launched Kahwa. Research and development is the reason why we are able to launch these unique products. The Bangalore facility has a dedicated Ayurvedic research department as it plans to expand its Ayurvedic reach.
Can you talk about the focus of your marketing and advertising strategy?
Our primary focus is holistic health. Our entire marketing and advertising strategy is based on educating the Indian masses about active lifestyles, wellness and nutrition. That’s why we partner with sports personalities such as Virat Kohli, Smriti Mandhana, Manika Batra and Lakshya Sen.
What is your favorite story from your career at Herbalife?
The man who worked as a pion is now one of our top distributors. He couldn’t even speak English, but today he’s on stage giving a presentation. When he joined the company, I witnessed this life-changing story. It made a big impact on me. That’s why I’m here and I aim to change people’s lives for the better.
Please tell us about your long-term and short-term business plans going forward.
Looking at India’s business plan, I would say that we have only scratched the surface because there is a tremendous opportunity in India with a population of 1.3 billion people. We will continue to invest in R&D and localized products for the Indian market. We will also continue to cooperate with the government on the mission of Fit India (Swastha Bharat) and Atmanirbhar Bharat.
What is one principle that guides you as a business leader?
I have been working for about 30+ years. What I want to say to my subordinates is keep learning no matter how old you are. I’m still learning every day. Learning never stops.
banana habits
“One thing I remember is that every time we played squash, bananas rejuvenated you, so my dad used to give us bananas to eat to recover from fatigue. Even when we woke up in the morning, the first thing he brought was tea and two bananas, a habit he still has today and he still eats bananas.”
fitness first
“I am very committed to my fitness regime. First, I love Herbalife products and have been using them for years. I have seen the difference. We start the morning with a Formula One Shake and our current favorite is the Formula One Kulfi The company organizes many activities related to fitness and wellness training and education for distributors and employees. going.”
bicycle enthusiast
Ajay Khanna on a bike |
“I’m an avid biker. I live in Bangalore and have a group of 10 colleagues who go on bike trips every weekend. Our next trip is Chikmagalur, 300km one way. That’s me.” That’s what keeps our adrenaline high – being with people, getting into nature’s lap… Holistic wellness is also about connecting with nature.”
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