1. The document discusses the rise of product customization and prosumption, where consumers take on more active roles in product design, development and production. Prosumption blurs the lines between producers and consumers. 2. Mass customization allows for large-scale production of customized goods, with consumers specifying design requirements. This leads to economic, psychological and social benefits for both consumers and companies. 3. The document argues that involving consumers more directly in product development through customization and prosumption can help companies better serve customer needs and create reciprocal value.

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Product Customization in the Ayurveda OTC Market
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Every customer is their own market. No longer does one size fit all. Customers expect it their way and
are willing to pay for it. Brand Hideout, 2017
UDAY DOKRAS
Dr. UdayDokras
B.Sc., B.A. (Managerial Economics) LL.B. Nagpur University, INDIA
Graduate Studies, Queen’s University, Kingston, CANADA
MBA CALSATATE USA
Graduate Diploma in Law, Stockholm University, SWEDEN
Ph.D. Stockholm University, SWEDEN
CONSULTANT HR & Administration, FDCM ESSELWORLD GOREWADAZOO Pvt.
Ltd..
Karan Dokras
B.E. (Information Technology),
Diplom I Marnadsföring, ( Diploma in Marketing)
Finnish ManagementDevelopmentInstitute, Tampere, FINLAND
Product Development || Sales || Core Team || AKIVA, Gurgaon, Haryana, India
_____________________________________________________
A B S T R A C T
Ayurveda drugshave been used in different forms right fromthe ages. It is obvious that their use and
benefits have not been marketed all through the period because the development of formulations and
its use have been done directly by the physicians. But due to the changes in situations and
environment of modern world that the forms and preparations of these medications have become
commercialized and that the responsibility is taken up by various pharmaceutical companies. This
resulted in large scale production, by different companies leading to commercialization and a
competitive arena forthe medications.This newsetup needs use of marketing concepts for its proper
trade and gain of profits. New ideas such as product customization could take Ayurveda back to the
Old days of individual prescriptions instead of industrialized Ayurveda.

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Introduction-Prosumption as a pre-curser of customization: Following the increasing popularity of
Web 2.0 technologies, such as Instagram, Facebook, Twitter and Flickr one important aspect in the
service-dominant logic in marketing has been the increased role of customers as co-creators of value
involving producing products for own consumption or “prosumption;” 1 blurring the line between
production and consumption activities, with the consumer becoming a prosumer. This is a dot-com
era business term meaning "production by consumers" referring to persons using commons-based peer
production. Technological breakthroughs have hastenedthe development of prosumption. With the help
of additive manufacturing techniques, for example, co-creation takes place at different production
stages:design, manufacturing and distribution stages. It also takes place between individual customers,
leading to co-design communities. Similarly, masscustomisation is often associatedwith the production
of tailored goods or services on a large-scale production.
This blurring of the roles of consumers and producers has its origins in the cooperative self-
help movements that sprang up during various economic crises e.g. the Great Depression in the
1930s.Marshall McLuhan and Barrington Nevitt suggested in their 1972 book Take Today,(p. 4) that
with electric technology, the consumer would become a producer). Toffler envisioned a highly
saturated marketplace as mass production of standardized products began to satisfy basic consumer
demands. To continue growing profit, businesses would initiate a process of mass customization,that is
the mass production of highly customized products. However,to reach a high degree of customization,
consumers would have to take part in the production process especially in
specifying design requirements. The role of Co-creation adopted by customers lead to various
economic, psychological and social benefits thus creating reciprocalvalue for organisations that embark
on this partnership.2
In a sense, this was merely an extension or broadening of the kind of relationship that many affluent
clients have had with professionals like architects for many decades. Toffler’s ideas are having global
impact and their reach becoming a salient characteristic of Web 2.0.
Prosumers create value for companies without receiving wages. Acknowledging and incorporating
customers’ skills and competencies has enabled businesses serve their customers more effectively
and efficiently. Customer empowerment through adoption of modern technologies has further
acceleratedthe processof joint value creation betweenfirms and their customers.This transition clearly
emphasizes the growing importance of customers - conventionally thought of as passive recipients
of value, and their resource contributions towards value creation.

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Christian Greenrooms defined marketing as a customer focus that permeates organizational functions
and processesandis gearedtowards making promises through value proposition, enabling the fulfilment
of individual expectations created by such promises and fulfilling such expectations through support to
customers' value-generating processes, thereby supporting value creation in the firm's as well as its
customers';and other stakeholders' processesto him. Service wasa process that consist of activities that
are more or less tangible. The activities are usually but not necessarily always taking place in the
interaction between a customer and service personnel, and/or physical resources or products and/or the
system of the service provider. The service is a solution to a customer's problem. .Participation of the
customer into that service or marketing effort would solve the issues for both the organization and the
customer- a win win situation.
Most economic areas have not witnessed this. One positive example was Food and beverage industry
that offered a diversity of brand offerings at supermarkets and fast-food chains. Brand extension and
dilution are ways companies have sold more under various names, giving consumers thousands of
choices. Most consumption continues to be passive, as critics of television, recorded music, and fast
food would argue. Indeed, people are generally uninterested in going to the effort of customizing the
myriad products that comprise modern consumer culture. In The Paradox of Choice: Why More is
Less, Barry Schwartz argues that diminishing returns from a confusing abundance of consumer choice
is producing stress and dissatisfaction. Still, one key area of high-customization is taking place: highly
involved hobbyists.
In the digital and online world, ”prosumer” is used to describe 21st-century online buyers because not
only are they consumersof products, but they are able to produce their own products suchas,customised
handbags, jewellery with initials, jumpers with team logos etc. In the field of renewable energy,
prosumers are households or organisations which at times produce surplus fuel or energy and feed it
into a national (or local) distribution network; whilst at other times (when their fuel or energy
requirements outstrip their own production of it) they consume that same fuel or energy from that grid.
This is widely done by households by means of PV panels on their roofs generating electricity. Such
households may additionally make use of battery storage to increase their share of self-consumed PV
electricity, referredto asprosumage in the literature. It is also done by businesses which produce biogas
and feed it into a gas network while using gas from the same network at other times or in other places.
The European Union’s Nobel Grid project, which is part of their Horizon 2020 research and innovation
programme, uses the term in this way, for example.

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Considering the participation of the consumer in deciding the product Phillip Kotler expanded this term
calling it the new challenge for marketers. He anticipated that people will also want to play larger role
in designing certain goods and services they consume, furthermore modern computers will permit them
to do it. He also described several forces that would lead to more such activities.
From a corporate perspective, it can be beneficial for a company to open up its processes to the end-
users, integrating them. Such ideas can add to the Company’s R & D resulting in stronger customer
relations and faster feedback.
Organizations are increasingly utilizing and involving the end-users to develop final products and
services. In some instances, end-users are creating products on their own, without the interference from
or assistance of companies, organizations, etc.For example, Lego Mindstorms allows usersto download
software from Lego's website so that the users can edit and update software as they wish.
A recent study showed that global values influence domain-specific values in food prosumption, and
domain-specific values then affect attitudes, self-efficacy, and on-going behavior before ultimately
shaping intentions to engage in prosumption in the future. 3
Until a few years ago, personalized products were pretty much limited to a small circle of brands and
items. It mainly comprised of gifting items, showcase products,or marketing merchandise. Figuratively
speaking, you could count the amount of personalized items on the fingers of one hand. Luckily, a lot
has changed. For the good. Sellers of pretty much everything, from dresses and shirts to handbags and
even consumer packaged goods, are discovering the benefits and value of product customization. More
and more brands are finding out that the personalization of items and services is a great way to enhance
customer loyalty and engagement. In this article, we will delve deeper into the world of product
customization. What are the main benefits of such an approach? And how does the rise of personalized
products affect the contemporary e-commerce industry?
What is product customization?
Thanks to the rise of Big Data, manufacturers, developers and online stores are increasingly finding
ingenious ways to present personalized products and services to their customers. The spectacular rise
in the number of online stores has given customers a wide array of buying options. And this is where
product customization comes into play. Companies that implement product customization, design, alter
and market their items to the customer’s needs or desires.
Product customization offers many benefits and generally leads to higher conversion rates. We live in
an extremely commercial day and age. This means that there is an overload of products and services

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out there. Online shoppers are aware of this. They know that they can compare prices of common
products very easily. Well targeted product customization gives your online store the opportunity to
stand out from the crowd by fine-tuning items and services. Everybody loves a personal touch. This is
especially true in today’s online shopping universe, which allows you to order the product of your
choice from the comfort of your own sofa. Here are the advantages of Customization:
1. Standing out from the crowd
“Customization is a prodigious way to differentiate your products and services from those of your
competitors. A good example of this is the personalized homepage that premium airline KLM offers to
customers who create anonline account via social media. The page featuresall of the subscriber’s travel
details front and centre, as well as the ability to easily manage bookings and check-ins online.”
2. Customization enhances customer loyalty and engagement
Offering personalized products is a big stepping stone towards achieving high levels of trust and
customer loyalty. Basic psychology dictates that people tend to like stuff that shouts out loud ‘this is
me’. Customized products cater to this need. They align items with core character traits and values of
the customer and facilitate individual expression. At the same time, they invoke a strong sense of
ownership.
Customization in the Ayurveda markets
Introduction:Ofthe $4 billion domestic market comprises ethical, classical, over-the-counter,personal
care and beauty products, the Ayurveda sector in the country is of a gross market size of $ 4.4 billion,
or roughly Rs. 30,000 crore. To add to the bullish outlook, the Indian Ayurveda industry is projected to
record a CAGR of 16 per cent until 2025 - 75 % of it comprising of Ayurveda products and 25% by
services (Including medical, well-being or medical tourism). Though estimates vary about the growth
of the Ayurveda industry into the future, two different estimates put the industry size at being 13 billion
by 2025.
This sector is divided into food and beverages, health care and household along with personal care
categories and Ayurveda FMCG industry is based on the expansion and marketing of products
consisting of food drinks, health, domestic and personal care etc. The customer preference for over-the-
counter drugs, processed food, soft drinks etc. has led to reforms of the Fast-moving consumer goods
(FMCG) industry which is growing at4% per year-more than the global gross domestic product (GDP).
FMCG is also the fourth major sector of the Indian financial system. With the increasing speed of the
Ayurveda pharmaceutical market, FMCG players like Patanjali, Dabur, Emami etc. are interested in
expanding to tap the market by their portfolios. In the current scenario, more than 30,000 proprietary
and 1500 classical products are available in the market. The market of Ayurvedic FMCG products was

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estimated to register a compound annual growth rate (CAGR) of 16% between 2016 and 2021 and will
increase from current $ 500 million to $ 1.1 billion by 2021.
That apart,this industry wasand still is largely irregular. Growing Indian population, mainly the middle
class and the rural sectors, are embracing natural products and this trend will only garner further
momentum. In addition, companies of all sizes are racing to keep pace. This manuscript reviews a
snapshot of current trends in the Ayurvedic FMCG market and will provide development opportunities
and strategies adopted by the multi-billion dollar market.
A key finding of the Ayurveda study by CII 4 is that India’s ageing population and the rise of a young
population that is health conscious, will drive further the growth of the sector. The size of the Indian
ayurveda industry at Rs. 30,000 crore per annum compares well with the overall market size of the
wellness industry which is put at Rs 85,000 crore. What is significant is that the domestic sector is
poised to grow at high double-digit levels in the coming years, and that it continues to be the most
important player in the global Ayurveda market. Increased emphasis on lifestyle and wellness, driven
by a rise in non-communicable and chronic diseases, is driving the demand for Ayurveda in India. 77
percent Indian households use Ayurvedic products according to another report by PwC. 5 According
to them the size of the global Ayurvedic market is expected to almost treble from $3.4 billion in 2015
to $9.7 billion by 2022. More and more people today are looking after their health turning to Ayurveda
and other alternative medicine systems and treatments, such as Unani Medicine, Siddha, Naturopathy,
and homoeopathy.
Marketing trends: In medicine we already have Personalised medicine or theranostics is a medical
model that separates people into different groups—with medical decisions, practices, interventions
and/or products being tailored to the individual patient based on their predicted response or risk of
disease. The terms personalized medicine, precision medicine, stratified medicine and P4 medicine
are used interchangeably to describe this concept though some authors and organisations use these
expressions separately to indicate particular nuances.
While the tailoring of treatment to patients dates back at least to the time of Hippocrates, the term has
risen in usage in recent years given the growth of new diagnostic and informatics approaches that
provide understanding of the molecular basis of disease, particularly genomics. This provides a clear
evidence base on which to stratify (group) related patients.
Endorsement: Here we discuss how top FMCG firms in India have had to respond to the ‘new age’
marketing by spiritual figureheads and their promotion of Ayurveda. These endorsements have
contributed to this resurgent interest in for Ayurveda-based products, catapulting new brands like the

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Baba Ramdev-promoted Patanjali to the top. Previously, Ayurveda-based products in the Indian market
were restricted to hair oils, the local dietary supplement called Chyawanprash, and over-the-counter
palliatives. Now,naturalAyurvedic ingredients are increasingly being integrated into a growing number
of products, ranging from shampoos, skincare creams,oils, and powders, toothpaste gels, and soaps to
cough syrups, teas, packaged juices, and nutritional supplements, among other fastmoving consumer
goods.
One example of customization is the sugar free Chawanprash launched by almost all the OTC’s.These
products find appeal among, both, India’s millennials in urban and rural markets aswell as among older
consumers already familiar with these. According to industry estimates, India’s natural products
segment comprised of 41 percent of the personal care products market in 2017, contributing to US$2.5
billion worth of revenue; tier 2 and 3 cities grew the fastest at nine percent followed by eight percent
growth in value in major metro cities. South India and the states of Maharashtra,Madhya Pradesh,and
Punjab lead national growth in the natural products segment; industry watchers estimate that future
growth will be led by Delhi, West Bengal, and Uttar Pradesh.
Distribution: The largest distribution channel are chemist shops, which led to 19.4 percent value
growth for the segment in FY 2016-17. By 2022, India expects the market for Ayurvedic products to
rise threefold to US$8 billion. In terms of their FMCG market share in India, Hindustan Unilever
Limited (HUL), is the top player followed by ITC Limited and Patanjali Ayurved Limited. HUL
recently launched natural versions for shampoo brands Tresemme and Clinic Plus and for fairness face
cream Fair & Lovely, as well as the naturals brand Lever Ayush. Patanjali, Sri Sri Tattva bring new
retail strategies to FMCG market.
The Ayurveda market place is growing big time and the sales of herbal products are going up steadily
over the last decade. Due to such heavy incline of herbal product sales, the number of herbal product
suppliers is growing. A robust ayurvedic marketing strategy is essential if you want to stand out in the
online market of ayurvedic products. The strategy needs to include a number of digital marketing tools.
Successful sale through online marketing of ayurvedic products is possible as many herbal product
companies have attracted customers through online sales. The Internet has a major role in marketing
Ayurveda and herbal products and services. According to Global Analysts, western markets are
adopting the way of herbal products too.
Basic Tips for Promoting Ayurvedic Products and Businesses Online

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1 . Make sure that you publish your research and clinical studies. If there are any legal documentation
or research theories for your products, publish them on your website. It can really boost the trust factor
amongst your clients and potential clients. Hire a clinical researcher to create a documented clinical
report.
2. Collect testimonials from your happy patients or customers, whenever possible, in a digital format.
Always ask your client to give feedback via email with photographs. Display such testimonials on your
ayurvedic website so that it improves the trust level of your business. Video testimonials ranging up to
a minute can also do wonders for your business.
3. Requestyour clients to rate or review your business. It is essentialto get ratedon Facebook Locations
or Google Business. You can always ask your client to review your ayurvedic business publicly. Apart
from increasing the trust factor your business will rank better in search results. Higher ratings impact
the ranking factors of the business listing.
4. It is always a good idea to hire a good digital marketing agency and take advantage of their expertise.
A digital marketing agency can quickly start promoting your ayurvedic business online as they have an
advantage of their expertise in the field. An experienced digital marketing agencywon’t take much time
in researching the perfect ayurvedic marketing strategy online. They are faster than you and can help
you to allocate the proper money as and when required.
Consumers are increasingly expecting customized products; to remain relevant, brands serving them
will need to make a strong commitment to digital in retail. Ecommerce is changing the retail
experience and the products purchased in-stores. While doing our in-store retail experience
research we noticed a trend toward product customization that has huge implications for brands in the
retail space.6
NewAge AyurvedaFMCG Category and products comprise of:
1. Household Care: Fabric wash (laundry soaps and synthetic detergents); household cleaners
(dish/utensil cleaners, floor cleaners,toilet cleaners,air fresheners,insecticides and mosquito
repellents, metal polish and furniture polish).
2. Food and Beverages: Health beverages; soft drinks; staples/cereals; bakery products
(biscuits, bread, cakes); snack food; chocolates; ice cream; tea; coffee; soft drinks; processed
fruits, vegetables; dairy products; bottled water; branded flour; branded Rice; branded sugar;
juices etc.
3. Personal Care: Oralcare,hair care,skin care,personal wash (soaps); cosmetics and
toiletries; deodorants; Perfumes; feminine hygiene; paper products.
Customized or Personalized Medicine: We are allunique variations of the human genome.
According to a paper from the University of Illinois at Chicago Health Information Management

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Department, “Attention Deficit Hyperactivity Disorder medicine only works for one of ten
preschoolers, cancer drugs are effective for 25% of patients, and depression drugs work with 6 of 10
patients”. Personalized medicine aims to determine patients’ biology, enabling the right/best/most
effective treatments to be utilized at the outset of diseases,so precious time isn’t wasted on less
optimal medications and therapies.
Advances in digital and manufacturing technology are now enabling brands to offer customers the
ability to personalize or customize items online or in-store and then quickly take delivery of them.
The benefit of customization is that it further strengthens the user experience for the customer by
inviting them to become partners in the product creation process. The better the user experience, the
better opportunity for conversions. Retailers who have a digital footprint that supports customization
and personalization already have a significant competitive edge. To remain competitive long term,
personalization needs to be on every retailer’s technology roadmap.
The pace of change is extremely rapid online, and much slower offline. As digital becomes more
prominent in the retail space,this will change. Brands need to bring the power of digital into the retail
space now in order to benefit from the increased trend toward mobile browsing, and to prepare for the
eventual necessity of digital to sell to a more tech-savvy customer base.
Who is leading product customization?
Today brands that make an effort to coordinate their online campaigns with an offline digital
component, will find little competition. As digital becomes embedded deeper into the retail experience
Such efforts also enable brands to gain better customer feedback,as well and gain some actionable data
that can help guide future investments. The trend toward digital customization may start with products
but it definitely does not stop there. Digital also connects the experience a customer has in-store with a

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brand site to the continued brand relationship, by providing that customer with more interesting content
and follow-up offers based on their past interest and purchasing behaviour.
Digital is also driving a change in customer expectations. For example, digital already enables
immediate sales with mobile checkout. And as those mobile POS systems become more ubiquitous,
customers’ willingness to wait in line to give you their money will continue to wane. Customers will
come to expect all retail staff to have the means to not only close a sale on the spot but also to offer
helpful information and request product stock all from one location. Very soon, brands whose staff are
not equipped mobile POS will stick out.
Scaling customer service with digital
Digital installations in retail also helps brands engage audiences in every segment, initiating a series
of micro-conversions that will lead to a purchase conversion. For example, young people will be drawn
to interact with displays and help themselves to the information they’re looking for. For others, displays
will pique curiosity, prompting visitors to strike up conversations with nearby sales staff, leading to
interactions, questions, and next steps to help find the right product.
Possibly the most exciting potential for digital, however, is its ability to scale and expand the ability of
retail staff to provide outstanding service to customers en masse. Through digital displays, brands can
transcend the physical limitations of the retail space and effectively offer additional products beyond
what they can fit on displays. Displays also can expand a brand’s in-store catalog far beyond inventory
offers, providing another key touch point and follow-up opportunity.
Through digital displays, brands can transcend the physical limitations of the retail space.
Planning and coordinating for success
This level of sophistication in personalization is the product of coordinated efforts of multiple
departments, and requires a good deal of planning to create something valuable to customers and the
business. Online promotions, product displays, fixture configurations, store layout, and staff
interactions all have to work together. Brands may need to change the way their companies are staffed
to plan and manage digital in retail, and they need to get started now if they are to succeed.
Customization will help us to specific consumers— groups known for their fast- moving preferences-
the young shoppers who demand more individualized products than their older counterparts—they’re
not a one-size- fits-all generation. And, due to the proliferation of social media and online publishing,
styles and trends change more rapidly than ever before, forcing sellers to keep up with shifting
preferences.Companiesthat offer customization are able to use consumers asmerchants—continuously
gaining insights from customized designs and finetuning products in a feedback loop that helps
companies stay one step ahead of the competition. With each design choice, customers share real-time
shopper preferences that go well beyond what they would say in a focus group. For example, what
Brooks Brothers learns from its customers in one season is systematically used to help it deliver the
next season’s product line.

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Transitions: Sellers of everything from dress shirts to handbags and even consumer packaged goods
are discovering the value of letting customers create their own unique products. Retailers use Big
Data to present a personalized set of products to their customers—it’s been a driving force behind
Amazon’s success. Now brands are taking personalization a big step forward into mass customization.
They are discovering that they can elevate customer loyalty and engagement—and use their customer
base as an engine of advocacy to potential buyers.
It’s difficult to create and manage seaz mless personalization experience from scratch,and the
transition will inevitably need to be made. The brands that start now will be the ones that win later.
Digital is already a power held by every customer that walks in the door, it’s time for brands to start
catching up to their customers so they don’t lose their ability to be relevant to a new generation of
consumers. What companies deliver depends on what their consumers want .“We originally focused
on the fit issues some performance athletes face but found out people aren’t so interested online in fit
and sizes,” says Harm Ohlmeyer, chief e-commerce officer at Adidas. “The bigger opportunity was in
the design, aesthetic and user-generated content.” Consumer preferences vary from category to
category. Bain’s survey found that footwear customers are willing to wait three to four weeks for a
product to be delivered, but that interest in customized men’s shirts declined after a two-week wait
time. There is one thing that all customers seem to want: the ability to return goods within a
reasonable period, typically 30 days. Our survey determined that demand for customization falls off
precipitously if consumers think they could be stuck with something they don’t like—even though
early adopters of product customization have found that return rates are lower than for standard
products.
Product customization will help brands boost sales on their own websites or gain share on a retailer’s
site. For example, Pepperidge Farm customers now design Goldfish crackers,and Jawbone customers
configure their own Jambox speakers. Trek enables cyclists to build a bike from the ground up. And
Brooks Brothers allows men to create their own suits. Opportunity appears to be significant: A Bain
survey of more than 1,000 online shoppers found that while less than 10% have tried customization
options, 25% to 30% are interested in doing so. While it is hard to gauge the overall potential of
customization, if 25% of online sales of footwear were customized, that would equate to a market of $2
billion per year. Customers who had customized a product online engaged more with the company.
They visited its website more frequently, stayed on the page longer and were more loyal to the brand
(see Figure 1). In footwear, for instance, customers who designed their own shoes gave companies a
50% higher Net Promoter ScoreSM
(NPS®)—a standard way of measuring customer loyalty—than
customers who bought regular products from the same manufacturer. Higher NPS typically translates
to higher sales.

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By providing customization options, brands raise loyalty at a time when it’s more important than ever-
67% believed their customers are becoming less loyal to their brand. Equally, customization helps
companies differentiate their products from those of their competitors at a time when the Internet is
rapidly creating high price transparency and making it easier for customers to compare products with
standard features. According to Google, 49% of mobile phone owners use their device to compare
prices, and the number of price comparison apps is increasing. We found that customers are willing to
pay 20% more than standard equivalents for customized products—and many companies are
successfully charging higher premiums.
Brand advocacy: Before testing the waters,companies need to be clear about the strategic value they
hope to derive from their customization efforts. When using it primarily to engage with customers and
build brand advocacy,the cost is a marketing expense akin to PR,advertising, market research or social
media campaigns. Pepperidge Farm’s investment in customizable Goldfish crackers augments its
spending on branding, according to digital agency Fluid. Other companies pursue customization of a
chosen product line largely for its direct profit potential. That, Fluid claims, is the impetus behind
Longchamp’s self-design versions of its iconic Le Pliage tote bag. On the extreme end of the spectrum:
building a core business around a customized offering, such as Wild Things has done with its design-
your-own Insulight jackets.
Knowhow much customization you really need to offer. Some brands allow consumers to design a
unique product that will be built to order, with a range of features that can be added. That’s what
Indochino does with its custom-designed suits, which are only available online. Other companies
succeed by offering minor customization options—adding a monogram to a standard shirt or engraving
a name on a briefcase. Some companies only allow customization in fit or design. And others, like
Serena & Lily, provide “consumer-choice bundling.” Shoppers at Serena & Lily’s online store design
their own bedding combinations. The process may feel personal but it does not involve actual
customization: Customers buy existing products that are then collected from a warehouse and shipped
to them. For most retailers, it’s the option that makes the most sense—they can sell from a standard
product line. Serena & Lily’s average order value is 88% higher for customers who bundle than for
customers who buy item by item, according to research by Fluid.
Make it simple. There’s a risk to customization. Customers need a simple and easy design template as
a starting point, as opposed to a blank canvas. If the online design process is too complicated, difficult
or unattractive, many potential shoppers will be turned off. They may also reject too many options.
That’s why the best companies isolate the number of features that can be tailored. In footwear, that
could mean limiting options to the 7 to 10 design choices that are both important to customers and easy
to implement.

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Let people share. Customers share their creations with friends and relatives. This social aspect helps
companies engage with existing customers and, at the same time, draw new customers to their site.
Longcham100
provides a Facebook application that allows customer-designers to share their handbag
creations online. Other companies give customers the ability to create a virtual catalog of all their
designs. Companies can make design leaders out of their most creative customers, ranking them based
on the number of followers and acknowledging those who are most popular. The North Face has
launched a gallery of designs created by customers for its Denali jacket, which serve as inspiration
points for others. Jeld-Wen enables real-time, online collaboration for customers to co-create and share
customized door designs.
Enhance the customer experience—and don’t disappoint. Engaging customers through
customization raises the stakes making the process of returning them seamless there is also the need to
connected to their best customers and lower costs. Winners will be those that know their objectives,
and customization needs , keep things simple and create a repeatable model for delighting customers
again and again.
Benefits of product customisation
Today, customers expect companies to tailor their products or services specifically for everyone. In the
online world, e-commerce websiteswill adapt their recommendations according to what you’ve already
bought. Even the shows you decide to watch on TV will determine what Netflix adds to your watch
list.
.
Brands are very aware that personalisation creates value for customers,it’s easier than ever to start a
business, since online stores remove overheads associated with the traditional retail model. Here are
some more reasons why product personalisation is taking over.
1. Generate more sales
Personalising products doesn’t just help increase sales, it also keeps your customers satisfied. This
means that while their personalised product is being created,customers have more time to browse and
possibly even generate more sales.
2. Increase the profit margin

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With in-house digital printing machines, it’s no longer necessary to print hundreds of thousands of
identical items in the hope of making a profit. If you have a desktop UV LED printer, you can print
very short runs of personalised items without the steep overheads of outsourcing the work.
3. Stand out from the competition
Given the choice, most people choose to shop at a a store where their dream t-shirt is available with
their UNIQUE design and nobody else has the same one. If you can offer unique products, custom-
designed for each client, it’ll make a big difference in the decision-making process.
4. No need for higher inventory costs
Customization means less inventory.A relatively small investment can let you increase the mark-up on
your existing products.
5. Better customer insight
Customer data, consumer trends and buying habits are strong tools to have in any business.With
technologies like CRM and data analytics, companies can save the information of each customer and
use it to offer products or services adapted to their tastes and preferences. Good personalisation goes
hand in hand with analytical technology.
6. Increase customer loyalty
Customers get exactly what they want of they can personalise products according to their tastes. More
satisfaction too- it’s one of the best ways to build loyalty. If your customer feels like they have your
undivided attention, they’ll be more likely to make a purchase or to establish a lasting relationship with
the brand.
7. Power the online business
In recentyearssalesin physical storeshave been decreasing.This is largely due to the pressure of online
stores with faster, more responsive websites, it’s easier to access the products, compare them and buy
them; while in physical stores the buyer always has to search to find the best offer.59% of buyers find
the products they want more easily in personalised online stores. In addition, 53% say that online stores
with product customization offer better services.Offering fully customised products turns online
shopping into a unique experience, adapting your online store according to the interests of each
customer and increasing the conversion of each visit to a sale. Due to the recent growth in e-service
quality in the field of e-commerce,the importance of monitoring and measuring e-service can provide
value. The internet’s impact upon the market is significant and this has made it convenient for

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consumers to purchase products/services from the vendor and to go through the product information
over the internet. The findings indicate the analysis of e-service quality is very necessary.7
What Are Custom Medications?
The preparation, mixing, assembling, packaging, or labeling of a drug or device as the result of a
practitioner, patient, pharmacist relationship in the course of professional practice, or for the purpose
of or as an incident to, research,teaching, or chemical analysis and not for sale or dispensing.
Why do I need compounding? Because Some Drugs are:
Not Commercially Available.
Not Economically Feasible to Manufacture.
Tailored to meet the Customer’s Individual’s Needs.
Able to be Altered in Flavors and Colors.
For a Special Drug Strength or Dose.
The Art of Compounding
Compounding also includes the preparation of drugs or devices in anticipation of prescription drug
orders based on routine, regularly observed prescribing patterns. A customized medication prepared
by a pharmacist according to a doctor’s specifications to meet an individual patient need. Pharmacies
make medications from scratch using raw chemicals, powders and devices.
Compounding Without Compromise, Highest Quality Compounding!
Better equipment
Better grade chemicals
No shortcuts
Compounding without compromise
Can Any Pharmacy Compound?
Preparation of these specialized products requires chemicals and equipment that are not available in
most pharmacies. Our pharmacists have received extensive additional training in compounding
techniques. We have a support network that generates a constant exchange of ideas, innovations and
techniques involving compounding, and includes severalPh.D. chemists and pharmacists who can
research the feasibility of new formulations.
There are severalreasons why pharmacists compound prescription medications; yet, the most
important one is patient non-compliance. Many patients are allergic to preservatives or dyes, or are
sensitive to standard drug strengths. With a physician’s consent, a compounding pharmacist can
change the strength of a medication, alter its form to make it easier for the patient to ingest, and add
flavour to it to make it more palatable. The pharmacist also can prepare the medication using several
unique delivery systems, such as a sublingual troche or lozenge, a lollipop, or a transdermal gel. Or,
for those patients who are having a difficult time swallowing a capsule, a compounding pharmacist
can make a suspension instead.
Often parents have a tough time getting their children to take their medicine because of the taste. A
compounding pharmacist can work directly with the physician and the patient to select a flavoring
agent, such as vanilla butternut or tutti-frutti, that provides both an appropriate match for the
medication’s properties and the patient’s taste preferences. Compounding pharmacists also have
helped patients who are experiencing chronic pain. For example, arthritic patients who cannot take
certain medications due to gastro intestinal side effects. Working with their physician, a compounding
pharmacist can provide them with a topical preparation with the anti-inflammatory or analgesic their
doctor prescribed for them.
Meeting Patient & Practitioner Needs

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Compounders focus on meeting special needs. This may involve compounding height/weight-
appropriate pediatric medications, injections for impotency, medications for veterinarians in a variety
of dosage forms and flavors, alternatives in hormone replacement therapy, or dosage options, such as
transdermal gels, when treating hospice patients. The ultimate goal in preparing any of these
customized medications is to help the physician and patient achieve a more positive therapeutic
outcome.
6th FIP Pharmaceutical Sciences World Congress 2017, Stockholm, Sweden, 21-24 May 2017 on
Future Medicines For One World -Systems approaches to drug discovery, development and clinical
usage- was a watershed one. Here, Staffan Folestad, from the Pharmaceutical Technology and
Development Department at AstraZeneca,Sweden,indicated that personalised and precision medicine
would be the basis for the next huge wave of improvements in health outcomes.
Can mass customization ofmedicines be achieved? : Pharmacy has in recent decades moved away
from patient-centric manufacturing in pharmacies to a “one-size-fits-all” approach provided by
industrially produced medicines. Earlier on, the doctor or pharmacist (if the matter was delegated to
him by the doctor) preparedthe medicine in his consulting room afterlistening to the patients symptoms
and taking pharmacological cognizance of them. He mixed the medicines himself or through his
compounder and administered them to the patient. Then drug manufacturing started after the industrial
revolution whereby industrial-scale synthesis of pharmaceutical drugs was made by pharmaceutical
companies. The process of drug manufacturing was broken down into a series of unit operations, such
as milling, granulation, coating, tablet pressing, and others. “One-size-fits-all”
But. The reverse is likely to happen in the future, pharmacopeia practice will become much more
customer-focused and patient-oriented again. According to him, the past 50 years had seen many
breakthroughs in medicine yet there is still huge unmet medicinal need in the future for innovative
medicines as well as re-engineering manufacturing. Making it necessary to “move from mass
production to mass customisation”, whereby the focus will shift to therapeutic needs of individuals;
throwing open the door to future challenges in pharmaceutical manufacturing sciences.
Printing technologies could ensure that instead of making one million of the same thing, one could make
one million slightly different things based on the customer’s needs. They could be produced
As and when needed- a flexible and on demand approach. Printing might open a way to mass
customisation. 3D printing technology is going to transform medicine, whether it is patient-specific
surgical models, custom-made prosthetics, personalized on-demand medicines, or even 3D printed
human tissue.They will allow the creation of complex structures because of the digital design aspect,in
which any shape and geometry can be designed with a computer and then transferred to the printer also
making it environmentally friendly. too, he said. Individualised dosage forms, tailor-made medical
devices and flexible multidrug combinations could be easier to achieve. “The doctor could prescribe a

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certain medicine after making a therapy plan based on diagnostics and the industry could produce drug-
loaded filament as product delivered to hospitals, for instance, or edible substrates and ink cartridges
containing the drug that we want to dose. The hospital could then print according to the patient’s needs
and give clinical feedback.” 9 “At the moment 3D printing is at the cutting edge of medical research,
but in the future the technology will be taken for granted by all of us in healthcare.” 10
The possibilities seem endless: printing various patterns with inkjet printing, fixed dose combinations,
printing of layers or different compartments, tablets and films are only a fewideas The technology itself
is broad, ranging from 2D inkjet printing, which can be done with a commercial printer and delivers
ink-droplets with an accuracy of picolitres onto edible substrates,to 3D printing, in which, for example,
a drug-loaded filament is fed into a printhead, heated and deposited onto a build plate to make the 3D
structure. Although this might seem futuristic, it has already become reality. 11 Patient specific hearing
Aids are extremely common today made possible by 3D printing technology.
Ayurveda: Ayurveda teaches us that we are all unique individuals and that each individual's path
toward perfect health is equally unique. Ayurveda is not a dogma of "how to"; rather it is a system that
illuminates our unique journey and helps to guide us to our destination. It gives us back both
responsibility for our well being as well as the power to create our state of health. 12
Ayurveda utilizes
diet, herbs, aromas, colors, meditation, and yoga, along with special cleansing techniques known as
Pancha Karma to assist each person in his or her process. Most importantly, however, Ayurveda helps
each person to look at their lifestyle and discover areas that are disharmonious, while at the same time
empowering greater harmony. Ayurveda says that where there is harmony, there is health.Deepak
Chopra, MD, world-renowned mind-body healing pioneer said - "The first question an ayurvedic
physician asks is not 'What disease does my patient have?' but 'Who is my patient?' By 'who', the
physician does not mean your name, but how you are constituted. In 2014, The Delhi Medical Council
(DMC) had underlined that allopathy practitioners were not to prescribe OTC ayurvedic drugs. In view
of Section 30 of the Delhi Bharatiya Chikitsa Parishad Act, 1998, and said "crosspathy" is punishable
under the law. We have come a long waysince then with OTCproducts flooding the market from newly
emerging Ayurveda giants like Patanjali and Sri Sri Ayurveda.
Food retailers increasingly allow consumers to customize their food by either choosing items from
available options or rejecting items from a pre-prepared set of options.Food frequency
questionnaire (FFQ) is a questionnaire used to obtain frequency and, in some cases, portion size
information about food and beverage consumption over a specified period of time, typically the past
month or year. FFQs are a common dietary assessment tool used in large epidemiologic studies of diet
and health. Examples of usage include assessment of intake of vitamins and other nutrients, assessment

18. 18
of the intake of toxins, and estimating the prevalence of dietary patterns such as vegetarianism. Gladys
Block Food Frequency Questionnaire (GBFFQ) is an example of a dietary assessment tool.
Modifications and tailoring these to obtain specific type of information is always a possibility.13
When deciding to make a purchase of a food product, the availability of information about that food
products is an essential factor. When selling customized products representation of this information
becomes complex due to the possible combinations of product components. Therefore the use of smart
technology in devices is one way to provide customers with customized food information. 5 attributes
identified in the composition of these devices:
(A) portability;
(B) precision;
(C) diet customization;
(D) food quality analysis; and
(E) price.
This study determined what attributes should be in a technological device that has the purpose of
recognizing food characteristics and is capable of generating information about customized food
products. Furthermore, this device can enabler the production of mass customized food with the
nutritional labels for each possible combination. 15
This study aims to identify the appropriate combination of possible functionalities or attributes that
must be presentin a device in order to detectthe food composition of customized foods and their relation
to market characteristics. One experiment used fractional factorial project to present the attributes in
the form of scenarios following the Choice-Based Conjoint Analysis (CBCA) method. The data
collection was done using survey methodology, through online questionnaire, with some 303 Brazilian
respondents. So, the Logistic Regression was applied to data analysis. The moderating variables—
gender, age, gluten restriction, lactose restriction and other restrictions—were also added to verify
potential interactions with the primary attributes. From the results obtained, it was possible to observe

19. 19
higher significance for the primary attributes of diet personalization and quality food analyzes function.
Our study contributes to the literature by enhancing the understanding about what the
Honey is made by bees out of nectar, not pollen. Pollen is a by-product of the honey bees gathering
nectar. Pollen clings to the bees during the collection of nectar and is inadvertently transferred to the
honey. Honey is filtered so it is aesthetically pleasing to the consumer and ensures the honey remains
fluid for a longer period of time. Filtering removes bee parts, wax and solids, including the majority of
pollen that can hasten crystallization. Crystallization is the number one consumer complaint in regards
to honey. The standard filtering method for North American packers is microfiltration with a permeate
pore size of 0.1 to 10 micrometers (μm). It removes particles that are not visible to the naked eye.
Honey has always been recommended as a medicinal remedy, an energy booster and even as a great
cooking component. Contrary to popular belief, honey complements a fitness and weight management
regime very well. Here are a few reasons why you should try the Honey Diet.
 The warm water routine
Most people already know that drinking honey in warm water with lemon in the morning is extremely
beneficial as an effective anti-cellulite treatment. Not only does this help in weight management but
also flushes out the toxins making the skin more radiant.
 The sugar substitute
Sugar or sucrose is made of two molecules that need to be broken down by the body's own enzymes
before we can use the sugar's energy. Honey, on the other hand, is already broken down to the simplest
form by the bees' enzymes. This prevents extra fat from accumulating in the body, which is why one
should substitute sugar with honey.
 Prevention of obesity
The daily sugar is a refined sweetener which loses a lot of the good properties (like organic acids and
proteins) of the sugarcane it is derived from during its refining process. Such sugar draws upon the
body's nutrients to metabolize the cholesterol and fatty acids. The depletion of these nutrients in the
body then leads to higher fatty acid accumulation on the organs and tissues. Honey, however, is very
natural with minimal heating and is enriched with more nutrients like vitamins and anti-oxidants. It also
contains several amino acids and minerals that are important for the body's metabolism.

20. 20
 The sugar-free substitute
Most diabetics tend to switch to ‘sugar-free' sweeteners.However,mostsuch artificial sweetenerscome
with their own set of side-effects. Some of these can even increase the craving for sugar which defeats
the purpose anyway. That is why it is better to switch to a natural sweetener like honey.
Special events: Thanking friends and family for coming to a special event -present customized Honey
Jars with your own flavour created by your inputs and a lable to match. Perfect for weddings,showers,
birthday parties, and corporate giving, these event favors are filled with honey from many varieties!
and come in 22 different designs.
More About Making Honey Labels
Whether you’re a hobbyist or a pollen pro, making artisanal honey has never been more popular; and
with StickerYou, creating beautiful honey labels is totally customizable and has never been easier!
You can choose from a wide selection of templates with our online editor, or upload your
own beautiful custom label designs. Since all of our honey labels are customized for all your honey
needs, they are guaranteed to fit any glass, mason, or Bernardin jar you’re using (you can even get
them to be the perfect fit for the lids of your jars). They can be cut into any shape (not just
honeycombs), so even the most intricate of honey logos can still be the star of your honey jar. For a
sleek and modern look, get your labels printed on clear vinyl; let your honey do the talking, without
compromising your personal brand’s aesthetic! For an elegant and classic look that never
compromises on vibrancy, try our matte vinyl finish for your custom honey labels. All custom labels
are made with quality vinyl, so they adhere to jars smooth and bubble-free. Make your own Honey
Labels at StickerYou! Custom made, high quality, glossy material for honey to make it that much
sweeter. One can choose a design or create your own. Favors.
Customized Favors (Solid Colors)
Choose from severalclassy solid color options and customize your own names and/or message on the
top label.
o Artist-Designed Favors (Pattern Designs)
These custom honey favors are truly unique—choose from designer-made patterns that best
match your event style and personality, while also customizing the top label text.
o Honey Favor Sample
For a minimal $3 fee,one can try out a sample of any two jars of our customized or artist-
designed honey favors with your own message and specs.

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GHEE
Customized ghee is already being offered from two milk sources- that of cow and Sheep but also by
offering Ghee from Cows that have been reared under various specific bovine pastures, like grass
eating or hay eating, natural ingredient fed or veterinary supervised.
R E F E R E N C E S
1. In the 1980 book, The Third Wave,futurologist Alvin Toffler coined the term"prosumer" when he
predicted that the role of producers and consumers would begin to blur and merge (even though he
described it in his book Future Shock from1970
2. Roles and Resource Contributionsof Customers in Value Co-creation,Amit Kumar Agrawala,
Zillur Rahmanba,ITERNATIONAL STRATEGIC MANAGEMENT REVIEW 3 (2015) 144–160
3. Trying to prosume: toward a theory of consumers as co-creators of value,
Chunyan Xie,Richard P. Bagozzi,Sigurd V. Troye, Journal of the Academy of Marketing
Science,2008, Volume 36, Issue 1, pp 109–122

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4. Ayurveda 2.0: on the Cusp of Change, Report published jointly by CII and PwC on the size of
Ayurveda industry in India, Confederation of Indian Industry, Kerala,& Price Waterhouse Coopers,
Nov 23, 2018.
5. See forinstance, Ahmed JU, Sultana H, Ahmed A., Patanjali Ayurved invades India, Decision.
2018;45(1):75-91. and Growth of Swadeshi-A Case Study on Patanjali Ayurved Limited Pandey P,
Sah R.. Int J Eng Tech Manag Appl Sci. 2016;4(7):7-14.
6. How Ecommerce is Changing Retail with Product Customization; By Shaun Tinney,Updated:
March 26, 2016
7. Mohammad Al- Nasser, Rabiul Islam, Irwan Shah Zainal Abidin, Muhammad Azamand Akhiles
Chandra Prabhakar, 2015. Analysis of E-service Quality through Online Shopping. Research
Journal of Business Management, 9: 422-442.
8. Longchamp is a French luxury leather goods company,founded in Paris in 1948 by Jean
Cassegrain.Jean Cassegrain produced the world's first luxury leather-covered pipes, then
expanded into small leathergoods, such as wallets, passport covers, etc.. Longchamp launched its
first women handbag in 1971 and became one of France's leading leather goods makers.
9.Jason Chuen, Director of Vascular Surgery at Austin Health and a Clinical Fellow at the University
of Melbourne.As mentioned in 5 WAYS 3D PRINTINGCOULD TOTALLY CHANGE MEDICINE,
https://www.futurity.org AUGUST 27TH, 2017
10. Jason Chuen, Director of Vascular Surgery at Austin Health and a Clinical Fellow at the
University of Melbourne.As mentioned in 5 WAYS 3D PRINTING COULD TOTALLY CHANGE
MEDICINE, https://www.futurity.org AUGUST 27TH, 2017
11.In 2015,the US Food and Drug Administration approved the first 3D printed tablet, which
sparked much more interest widely acrossthe pharmaceutical industry -FDA Approved 3D Printed
Drug Available In The US,Jennifer Kite-Powell, Contributor . Mar22,2016
12.. Ayurveda: Medicine Of The Past,Medicine Of The Future, Dr. Marc Halpern,founder President
of the California College of Ayurveda,
https://www.ayurvedacollege.com/articles/drhalpern/ayurveda_medicine_past_future
13. Customizing a Food Frequency Questionnaire to the Needsof a Specific Ethnic Group for
Increased Accuracy in Dietary Intake Assessment, A.S.HaqMS, RDJ.M.KarkeckMS,RD, Journal of
the American Dietetic Association,Volume 98,Issue 9, Supplement, September1998, Page A50
14. Composition of ghee (Samn Barri's) fromcow'sand sheep's milk, AbdulrhmanAl-Khalifah,
HassanAl-Kahtani, Food Chemistry,Volume 46, Issue 4, 1993, Pages373-375
15. A conjoint analysis to consumer choice in Brazil: Defining device attributes for recognizing
customized foods characteristics,L.P.Calegari,J.Barbos,G.A.Marodin,
,D.C.Fettermann,
,Food
Research International, Volume 109, July 2018

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