by Kiran Manral
- A new pickle is being marketed specifically for diabetics. Bitter gourd (karela in the native Hindi lingo) is reputed to be good for diabetics because it helps to regulate blood sugar levels. Nilon’s, a processed-food company that specialises in pickles, has launched a bitter gourd pickle targeting people with the condition (FnBNews.com, 30 March 2012).
- The health properties of the pickle aren’t restricted to diabetics. Karela is also used to treat hypertension, eye complications and neuritis, among other conditions, and is said to increase resistance to infection. Pickles, in general, are low in calories and, according to Nilon’s, karela is a good option for anyone seeking a healthy alternative without compromising on taste.
- In keeping with the health platform, the company plans to launch pickles made from amla (vitamin C power food) and carrots (rich in vitamin A) for health-conscious eaters. The pickles are retailed in India and exported.
WHAT THIS MEANS TO BUSINESS
- Health-conscious consumers are looking for health benefits even in traditional foods.
- India is the diabetes capital of the world, and the lifestyle ailment is moving down the age graph, with younger people increasingly affected.