|
|
 |
 |
 |
| Monday, 26 January 2004 |
 |
|
 |
Business | |
| News Business Features Editorial Security Politics World Letters Sports Obituaries
|
Breakthrough in mushroom's health benefits by Pravin Mendis A breakthrough in unravelling the hidden health benefits of an exotic mushroom known as Ganoderma lucidum or Reishi has made Malaysia's DXN Group one of the pioneers in introducing a range of products which have included the mushroom in their Fast Moving Consumer Goods (FMCG) product range and is categorised as a food supplement by health authorities. The DXN Group whose Chairman Dr. Lim Siow Jin first showed a keen interest in this particular mushroom and its relationship with human health has set up the DXN Group of companies in Malaysia in 1993 after earning his doctorate in holistic medicine from the Indian Board of Alternate Medicines. The DXN Group has now specialised in the cultivation and organic farming of this rare mushroom Ganoderma lucidum. His Group conducts a single roof operation which includes cultivation, processing, packaging and marketing of the products in Malaysia and twenty-five other countries. The company's products are sold exclusively under the Direct Selling Model which is known as network marketing. The products are promoted through the customers who are rewarded under a multi-level remuneration pattern. This system removes middlemen in trade and rewards loyal customers of the products who are consumers as well with incentives to promote the company's products. The National Research Centre for Mushrooms of the Indian Council of Agriculture Research has also made an important breakthrough in the cultivation of this exotic mushroom (Reishi) described by scientists and pharmacologists as a fungi of longevity and rejuvenation. This fungi with its highly-rated medicininal properties commands a world trade of US $ 4 billion. The DXN Group has produced a product range consisting of beverages including ready to use coffee, tea, personal care items, toiletries such as tooth paste, soap, shampoo and foam which contains Ganoderma in varying proportions. The product range has been introduced to the Sri Lankan market through Magnum Investments (Pvt) Limited, the stockists in Sri Lanka for DXN Malaysia. The Sri Lankan market for the DXN product range has 7,000 members who are also consumers and has recorded a turnover of Rs. 6 million for 2003. |
|
News | Business | Features
| Editorial | Security
Produced by Lake House |
