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<ul><li>The 128-year-old <keyword id="277948" type="General" weightage="100" keywordseo="amrutanjan" source="Orion">Amrutanjan</keyword> Healthcare has signed <keyword id="1512866" type="General" weightage="20" keywordseo="mirabai-chanu" source="Orion">Mirabai Chanu</keyword> and <keyword id="2540168" type="General" weightage="20" keywordseo="bajrang-punia" source="Orion">Bajrang Punia</keyword>, as brand ambassadors.</li><li>They will endorse products like Back Pain Roll-On, Joint Muscle Spray, and Pain Patch.</li><li>With this partnership, the brand wants to highlight its Body pain management products by narrating not only the success stories of these athletes but also their hardships on their journey towards excellence.</li></ul>Amrutanjan Healthcare has signed the Champions of Tokyo 2020 Olympic Games, Weightlifting Silver medalist Mirabai Chanu and Wrestling Bronze medalist Bajrang Punia, as brand ambassadors. The <keyword id="1238180" type="General" weightage="20" keywordseo="olympic-champions" source="Orion">Olympic champions</keyword> will endorse the company's portfolio of Advanced Body pain management products which includes Back Pain Roll-On, Joint Muscle Spray, and Pain Patch. As top-class sportspersons, these athletes have won honours for India on a global platform but the road to success in sports has never been easy. These players had to overcome their fair share of pain, hardship, and challenges. Amrutanjan, a pioneer in pain management since 1893, has been helping millions of Indians to overcome pain and through this partnership, it will highlight its Body pain management products by narrating not only the success stories of these athletes but also their hardships on their journey towards excellence. As part of the partnership, the brand ambassadors will feature in a series of campaigns including television and digital commercials for Amrutanjan’s Advanced Back Pain Roll-On, Joint Muscle Spray, and Pain Patch. All these products are a unique blend of health, science, and nature and are loyal to the roots of Ayurveda. Both the athletes will also appear in various initiatives such as consumer and customer outreach programs. Commenting on the association S <keyword id="12246377" type="General" weightage="20" keywordseo="sambhu-prasad" source="Orion">Sambhu Prasad</keyword>, Chairman and Managing Director Amrutanjan Healthcare Limited said, “Amrutanjan has always been a pioneer in pain management products, and is India’s trusted choice for effective pain relief over the years. As a company, we are always striving to enhance the quality of life of consumers through our innovative products. Our expertise lies in combining science with the naturalness of Ayurveda and we have been honing this since 1893. Our products are known for being efficacious in providing the relief that our consumers seek. We are against the use of synthetic chemicals like Diclofenac which are known to cause serious side effects to personal health and impacts the larger environment.” The company is now focused on growing its portfolio by offering more superior pain management products that come with performance-based claims backed by scientific clinical trials. As a proud Indian brand, it gives us immense pleasure to sign our Olympic champions as our brand ambassadors. They have overcome immense odds to achieve success for our country on a global stage and we are proud to have them on board.” Mani Bhagavtheeswaran, Chief Marketing Officer, Amrutanjan Healthcare Limited, said, “Mirabai and Bajrang have emerged as role models and youth icons for the future generation. They embody the spirit of never giving up despite pain or setbacks and that's a value our brand resonates with. Through this collaboration and stories of the athletes we want to highlight the fact that pain can be overcome and it should not stop you from achieving your dreams.” Mirabai Chanu said, “I am very excited to partner with Amrutanjan to promote their portfolio of pain management products. As an athlete, we have to endure physical pain and yet continue to perform. On days when the pain is almost unbearable, Amrutanjan’s range of products such as Pain Relief + Patch and Back Pain Roll-On has come to my rescue. Its Hot Action’ heat therapy starts working within 30 seconds to give instant and long-lasting relief.” Bajrang Punia said, “As a high-performance athlete, I am always looking for any edge that I can get over my competition and am looking forward to using Amrutanjan's Joint Muscle + 'Spray to help me in relieving joint, muscle, and overall body pain. Moreover, for athletes in combat sports like wrestling, recovery is just as important as peak performance. This spray reaches the affected muscle and kicks out pain instantly making it helpful for quick body recovery after an intense training session or between competition bouts."

Mirabai Chanu and Bajrang Punia to be the faces of Amrutanjan’s pain management range

Until a few years back, herbal product markets in India had just two names to reckon for, <keyword id="6842" type="COMPANY" weightage="100" keywordseo="Baidyanath">Baidyanath</keyword> and <keyword id="2057176" type="COMPANY" weightage="100" keywordseo="Vicco">Vicco</keyword>. However, in 2006, a new company entered the market and in just 10 years, it has left behind both these companies. 
 
Yoga guru Baba Ramdev's Patanjali Ayurved has set on a wave of Ayurveda love in the country, which has resulted in it being a successful business model using traditional products and the ancient system of medicine. 
 
This wave has also inspired the other two companies to pull up their socks and cash on to the increading popularity of Ayurvedic products. 
 The reason why some of these companies dealing in Ayurvedic products, like Vicco, Sandu, <keyword id="277948" type="COMPANY" weightage="100" keywordseo="Amrutanjan">Amrutanjan</keyword> and <keyword id="589160" type="PERSON" weightage="100" keywordseo="charak">Charak</keyword>, were not able to attract Indians to them was their limited portfolio, which never went beyond the traditional products. However, Patanjali sells products ranging from detergents and toothpaste to ghee, atta and noodles in an FMCG market, thereby making Ayurvedic products a big deal in India. 
 
This success of Patanjali Ayurved has inspired other gurus like Sri Sri Ravi Shankar, Sadhguru Jaggi Vasudev, Ram Rahim as well as Aurobindo Ashram to enter the consumer segment with Ayurveda-centric products. 
 However, Kolkata-based Baidyanath is of the opinion that they don’t need to rival Patanjali, <keyword id="62997" type="CITY" weightage="100" keywordseo="Dabur">Dabur</keyword> or <keyword id="26169" type="COMPANY" weightage="100" keywordseo="himalaya">Himalaya</keyword> in the core FMCG segments. "We have been here for 100 years and want to survive another century in a sustainable way. No point getting into all FMCG segments and be a fringe player," Ameve Sharma, its third-generation scion, told ET. 
 
Coming back to Patanjali, why a company the originated in 1997 as a small pharmacy has reached these heights? The reason is the nonconventional approach of catering to categories like noodles, oats and detergents. 
 "What we have done is consistently focused on quality and pricing. Ask consumers about our product quality. Why are repeat purchases coming? It's because of the quality we are offering consumers," said SK Tijarawala, spokesperson of <keyword id="700471" type="UNKNOWN" weightage="100" keywordseo="Patanjali-Ayurveda">Patanjali Ayurveda</keyword>. "As far as pricing is concerned, we are trying to give consumers the best possible prices. 
 
<a href="http://static.panoramio.com/photos/large/73116827.jpg">Image source</a>

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Mirabai Chanu and Bajrang Punia to be the faces of Amrutanjan’s pain management range

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