Western health brands
"Moringa" Powder
Western health brands
- Item
- "Moringa" Powder
- Retail
- ₹2,490≈ $30
- Spin
- "Newly discovered superfood"
Western health brands have rebranded Sahjan as 'Moringa powder,' marketing it as a newly discovered 21st-century 'miracle leaf' or 'superfood.' This repackaging often overlooks its deep roots in Indian culinary and medicinal traditions, presenting it as a novel health trend. The product is sold globally at a significant markup, despite its long-standing and widespread use in its region of origin.
सहजन
Sahjan (Moringa)
- Region
- Indian subcontinent
- True Value
- ₹50≈ $0.60
- Category
- 03 · The Wellness Hijack
Sahjan, known as the drumstick tree, is a ubiquitous plant across the Indian subcontinent. Every part of this tree, from its leaves to its pods, has been a staple in local diets and traditional medicine for centuries. It's valued for its nutritional density and medicinal properties, often grown in backyards and consumed daily by families for health and sustenance.
FX reference: 1 USD ≈ ₹83 — for comparison only
The Story
Western health brands began marketing "Moringa" powder as a newly discovered superfood, often sold for around $30 per package. This product, derived from a plant ubiquitous in the Indian subcontinent, was positioned as a 21st-century miracle leaf, introduced to new markets with significant markups.
The plant, known as Sahjan (सहजन) in India, is the drumstick tree, a common sight in countless Indian backyards. For centuries, its leaves, pods, and flowers have been integral to traditional Indian cuisine and Ayurvedic medicine. It is valued not just for its nutritional density but also for its medicinal properties, used in home remedies across various communities for generations. Its widespread availability and cultural integration mean it has long been a staple, not a novelty, in the region.
The branding of Sahjan as a "newly discovered superfood" by Western companies sparked criticism from various communities and commentators. Objections centered on the lack of acknowledgment for its long-standing use and traditional knowledge in India. Critics highlighted the significant price disparity, noting that a product freely available and valued at approximately ₹50 in its native land was being sold for exorbitant prices abroad, without proper credit to its cultural origins or the communities that have cultivated and utilized it for centuries.
The drumstick tree grows in countless Indian backyards. Branded as a 21st-century miracle leaf.
Reporting forthcoming