In an exclusive conversation with NewsX, CEO and director of Purenutrition.in Sushil Khaitan shares with us his insights into health and wellness as well as working as a seasoned entrepreneur in the manufacturing and marketing industry for over three decades.
Renowned for his penchant for health and wellness, Khaitan talks about his popular nutraceutical brand Pure Nutrition which focuses on the belief that good health and optimal wellness is everyone’s right. “Due to the pesticides and different types of chemicals being used for the rapid growth of fruits and vegetables their nutrients go down. So to replenish the ideal human body, we came up with nutrition supplements,” said Khaitan.
Sharing the basic mantra of nutraceuticals, Khaitan explains, “These supplements are made with very high-power bioavailable plant-based extracts, which is done by an extraction process wherein the ingredients are magnified to a very high level. The bioavailability and the efficacy of the human body tend to work very high once we start consuming these supplements besides replenishing nutrient deficiencies. It is not medicine.”
He addresses the major issue with regards to supplements, “Doctors do not prescribe nutraceuticals as they have been taught pharma and are always in favour of medicines. But during the last three to five years, doctors across the world have realised that it is because of the nutrition deficiencies that body’s resistance power to fight diseases has gone down. They are now realising the importance of nutraceuticals. And I was surprised to know that many doctors in India have started prescribing supplements to their patients along with medicines.”
Sharing how Pure Nutrition is different from other brands and its USP, Khaitan informs, “We are natural and all our formulations are plant-based including multi-ingredient formulations. Along with that, we follow the Recommended Dietary Allowances (RDAs) at the highest level. It increases the efficacy and efficiency of the product. We add around seven to eight and even ten ingredients sometimes in each formulation. It’s a mixture of Ayurveda, herbs and vitamins.”
Khaitan stresses upon an old saying ‘health is wealth’ and tells us about the rising consciousness towards health. He says, “Suddenly we have seen a big change in the last six months which wasn’t the case earlier especially in youngsters and people leading sedentary lifestyles.”