In Conversation With Sherry Jairath

Q1. How did the brand start its journey and what is your USP?

Herby Angel was launched in October 2022 under the aegis of Herbal Chakra Private Limited (HCPL) with the vision to promote holistic healthcare for children through a wide range of Ayurveda-based nutraceutical and cosmeceutical products. My vision led to the inception of the brand to address several gaps that existed in the personal care and nutrition products for children in India. Also, most of the product compositions only had a few herbs, and were not properly formulated as per the principles of Ayurveda which could even harm the little ones in the long run because of various side effects.

Driven by immense passion to fill this huge void, I worked with the team to ensure that all the products are formulated by India’s leading Ayurvedic doctors, and are tested only in NABL-accredited labs, to provide children the goodness of organic care right from an early age. Under my leadership, the brand has so far launched 22 competitively priced, high-quality Ayurvedic products under skin care, hair care, nutrition, and essentials category. What makes us stand out is that we are India’s first 100% certified organic brand for skincare and nutrition for children. We ensure that the entire product portfolio is free from harmful chemicals, pesticides, aflatoxins and heavy metals etc. The brand embodies the principle of complete customer transparency by uploading all batch test reports on its website which can be verified by parents by using the batch code on the product label. It provides parents with a unique opportunity to verify that the products they purchase for their kids are gentle, pure and safe through their own eyes.

Q2. What is your vision and how are you going to address the gaps that exist in the nutrition and skincare space for kids in India?

Our vision is to become the undisputed leader in organic personal care and nutrition products for children as well as mothers across the country with a wide range of products that promise safety, purity, transparency, and efficacy to promote holistic well-being at every stage. We strive to become the safest brand for skincare and nutrition for babies, infants, and growing kids, and provide them utmost care and nourishment for their overall physical and mental development.

With authenticity, safety, transparency, and sustainability deeply entrenched as our core brand values, we aim to bridge the gaps by combining the goodness of certified organic ingredients, herbs, natural extracts, and plant-based derivatives to ensure that their essence reaches children in the purest and most unadulterated form. Right from carefully selecting certified organic ingredients, to ensuring that our products are manufactured only in reliable and trustworthy facilities, the brand takes great care to ensure that the highest standards of quality and safety are upheld throughout the entire process.

We are looking at expanding our presence across the country aggressively in FY23-24 by adopting a two-pronged strategy. Firstly, we will focus on nearly doubling our product portfolio from the current 22 products to 40 products by the end of the financial year including a range of ECOCERT- certified organic products for babies as well as mothers. Additionally, we will consolidate our presence to 21 states by expanding our distribution network. The brand is targeting to reach 150 distributors from 60 distributors at present and alongside this, it also plans to partner with large retail chains, explore franchisees and even open its own exclusive brand outlets in selective areas.

Q3. Are certified organic/Ayurvedic products safe for consumption by children and do they fulfill their nutrition needs?

Certified Ayurvedic products are deemed safe for consumption by children as they undergo a rigorous evaluation process to ensure their purity, quality, efficacy, and safety. Here are some factors that contribute to their safety and even fulfill children's nutritional needs -

▪ Natural Ingredients: Ayurvedic products are typically derived from natural sources such as herbs, plants, and minerals. These ingredients are well known for their health benefits and are believed to be safer alternatives to synthetic compounds.

▪ Certification and Regulatory Standards: Ayurvedic products that are certified by reputable organizations or agencies undergo additional scrutiny to ensure their safety and efficacy. These certifications often require compliance with strict standards, including ingredient quality, manufacturing processes, and labelling requirements.

▪ Quality Control: Certified Ayurvedic products undergo rigorous quality control processes, including testing for purity, potency, and potential contaminants. These tests help ensure that the products meet quality standards and are safe for consumption.

▪ Individualized approach: Ayurveda emphasizes an individualized approach to healthcare. Ayurvedic products for children are formulated with consideration for their specific nutritional needs according to their age group. Dosages are carefully determined to be appropriate and safe for children, taking into account factors such as weight and age.

Q4. What are the top 5 things that parents must keep in mind while purchasing nutritional products for kids?

When purchasing nutritional products for kids, Indian parents should keep the following five factors in mind -

▪ Balanced Nutritional Content: Ensure that the product provides a balanced mix of essential nutrients necessary for a child's growth and development. Look for products that are made up of fruits, vegetables, whole grains, cereals, and pulses and include proteins, carbohydrates, healthy fats, vitamins, and minerals in appropriate amounts.

▪ Quality and Safety: Prioritize products that meet high-quality standards and adhere to safety regulations. Look for certifications from trusted organizations or regulatory bodies that indicate the product's safety and quality.

▪ Appropriateness: Consider the age, weight, and health conditions of your child when selecting nutritional products. Kids across different age groups have varying nutritional needs, so choose products that are specifically formulated for your child's age range. This ensures that the product meets their unique requirements.

▪ Avoid products with artificial flavours/sweeteners/preservatives: Be cautious about products that contain high levels of added sugars, artificial flavours or preservatives. Excessive sugar intake can contribute to health problems like obesity and tooth decay etc, hence opt for products with natural ingredients that have no sugar or have only natural sweetener.

▪ Allergen Considerations: If your child has any known allergies or intolerances, carefully read the product labels to ensure they are free from potential allergens. Common allergens include peanuts, tree nuts, soy, dairy, eggs, wheat, and fish. Choose products that are suitable for your child's specific dietary needs.