Good Health, NATURALLY

Jijith NK, International Marketing Director and Special Assistant to the Executive Chairman, DXN Holdings BHD, Malaysia, sheds light on the company’s growth, steered by the changing outlook on natural supplements for holistic healing. He shares his business experience and what it takes to be associated with one firm for 23 years. He explains the importance of natural supplements for immunity, the company’s R&D focus, and on developing new natural ingredients in an upcoming trillion-dollar industry. Jijith NK talks to Corporate Citizen in detail about his professional journey

Jijith NK, a multifaceted professional with a distinguished career as the International Marketing Director at DXN, also serves as the Special Assistant to the Chairman. Renowned for his expertise and leadership, Jijith is an accomplished speaker, business coach, and Toastmaster, who has made significant contributions as a start-up mentor and founder of DXN branches across Africa, Europe and Asia. With a unique blend of professional acumen and personal passion, Jijith is also known as a "Singing Geek," seamlessly integrating his diverse interests into his dynamic career.

Corporate Citizen: Tell us about your childhood and education…

Jijith NK: I was born and brought up in Kannur, a place in North Kerala, India. I completed my MBA from Madras University (Chennai) and have a B.Com from Calicut University (Kerala). Currently, I am pursuing a PhD from Symbiosis International University, Pune on Direct Selling.

CC: When did you join DXN Holdings?

I joined the company in 2001 and initially worked for a year in Chennai. I was then deputed to Dubai in 2002 to take over and start DXN’s business in the UAE. Since then, I have been with the same company for 23 years. Two essential requirements govern anyone to continue in a job - growth and job satisfaction. Financial growth is equally important. I have had them all during the last 23 years. We help and meet people every day, and travel frequently to different countries. Therefore, it is not a monotonous job. Helping people gives me immense satisfaction, which has helped me stay in the same company for this long.

CC: In 2002, this sector was relatively new? How did the herbal supplement sector pick up in later years?

DXN works across two segments, entailing direct selling and relying on our product range competencies. Besides supplements, we also produce and market beverages, food, personal care and cosmetic products. The efficacy of our products is high. They cleanse the body, boost immunity, and help with various health issues. Our direct selling business model enables our associates or customers to earn an income, which in combination with our products' effectiveness, has helped us grow globally.

Direct selling is a century-old industry where the consumer buys, uses, and markets the products, avoiding middlemen and advertising costs. Genuine companies use this system to reward the customers with bonus/commission, enabling appropriate business propagation.

CC: How do these products, especially the mushroom supplements, as per your claim, overcome bodily toxins?

Our products get rid of toxins from the body, and give a sense of well-being. Our customers have experienced several health benefits from our products that have addressed multiple health issues. The special and rare Ganoderma mushroom cleanses the body and also strengthens the body’s immune system and body function. Our customers have seen improvement in their health, because our products work and cleanse at the cell level, impacting the diseases occurring deep within.

"The health food sector is expected to grow significantly. Awareness of the importance of health supplements is increasing, and people are becoming more health-conscious. The health and wellness food market industry is a trillion- dollar industry now and it is expected to grow to one and half trillion-dollar by 2027"

CC: Could you elaborate on the manufacturing of your mushroom supplements?

The mushroom, Ganoderma lucidum, has a history of over 5000 years. In those days it was rarely found in forests and only royal families had the privilege to consume these. It was difficult to cultivate them in olden days, but now we have the technology to grow them in controlled environments and produce various products from it. We make capsules, tablets and powders of these mushrooms. We also add them in coffee, tea, and personal care products like soap, shampoo, toothpaste etc., which adds value and efficacy to those products.

CC: Could you elaborate on how difficult it was to cultivate mushroom?

The mushroom has been known to mankind for a longtime. However, there was no technology to produce it in the farm, in those days. Also, its germination is very difficult. Therefore, even if you find it in the forest, the quality is not so good. It's only in the late 1970s that many countries including Malaysia began cultivating this mushroom in the farms. Our company’s mushroom is cultivated using the suspension system in a sterile environment. We do not use soil, nor do we spray water directly on the plants. Therefore, these mushrooms are free from any toxic materials and safe to consume for long term. They have a lot of properties that help to cleanse the body, to boost immune power, and in the proper functioning of organs. It is not working on diseases directly, but it works on the cells. So when the cells are healthy, body is healthy.

CC: Can you share your business expanse?

We started in Malaysia in 1993 and now have over 300 varieties of products. We have factories in Malaysia, India, Indonesia, China, Mexico and Dubai. We are also in the process to establish factories in Morocco, Bangladesh, Nepal, Peru and Guyana. Our products are marketed in over 180 countries, with branches across 70+ countries.

CC: How have you managed to stay on top in a highly competitive health supplement industry?

The post-Covid phase inculcated an awareness of immunity. It has positively impacted our sales, which grew during the Covid period as it enhanced our customer’s reliance on our products more during that phase. We were already established in the market, and our products helped people to stay healthy. We are now a public limited company listed on the Malaysian Stock Exchange and continue to expand globally.

CC: Can you then elaborate on how the industry transitions benefitted your company?

Earlier people did not feel a need for the food supplement industry and it was only for the affluent and for those who were aware of the sector. However, Covid has taught people the relevance and importance of health, especially how to increase and boost immunity. Therefore, people started looking for products and vitamins which could help them. This benefitted our company because we were in the market already.

CC: What production and quality control rules and regulations do you adhere to?

Our focus is on research and development (R&D) and quality control (QC), and we comply with rules and regulations governed across individual countries. We have GMP (good manufacturing practice), TGA from Australia, HACCP, ISO 9001 and ISO 14001certifications. In India, we are registered with the FSSAI and have Ayurvedic proprietary medicine licenses. Likewise, we follow all the required regulations, gaining a strong presence across multiple countries.

"Cordyceps, is another mushroom, which are very helpful for athletes. We are conducting a clinical trial in Europe, giving Spirulina, Ganoderma and Cordyceps to basketball players. The results are promising".

CC: How have you managed to cut out the middleman in the distribution network?

We have a unique distribution chain. The consumer buys the product, uses the products, and they can also market the products. So the amount that would have gone for the middleman and advertising is given back to the consumer for using and propagating the business or the products. Every day we use different products, but we don't have the opportunity to market them. But here, all the supplements or personal care products that we use daily, we have the opportunity to use it and market it.

When we say this product is good, our close friends and relatives believe us more than the celebrities. So, everyone has their own friends and relatives. This concept enables us to avoid middlemen and unwanted advertising and marketing expenditure.

When people are loyal to the brand and continue to build their network for long term, this system can make them financially independent.

CC: How does your company address environmental sustainability?

We are environment-friendly and do not use chemicals or pesticides. Our products are organic and certified. We ensure that our cultivation methods do not harm the environment.

CC: Is the company engaged in CSR initiatives?

Our ‘One Dollar, One child' programme, helps malnourished children by providing them with Spirulina, wherein our distributors can contribute as well, and the company matches the amount to provide Spirulina (algae powder) for these children. We have launched the programme globally, including India. Apart from this, we also contribute to various organisations and Government bodies, whenever there are some natural calamities in those countries. We have contributed to the earth quake victims in Nepal, Turkey, Libya and Morocco recently.

CC: Which products do you recommend specifically?

Ganoderma Lucidum (mushroom) and Spirulina (algae) are the king and queen of our products line. They can be given to everyone. For instance, I gave them to my wife when she was pregnant, and both my children have taken these products even before they were born.

Cordyceps, is another mushroom, which are very helpful for athletes. We are conducting a clinical trial in Europe, giving Spirulina,Ganoderma and Cordyceps to basketball players. The results are promising.

CC: What types of supplements would you advocate for youngsters?

In fact, Ganoderma and Spirulina are essential for everyone. They help maintain health and help the body to fight health problems. These natural supplements offer significant health benefits compared to synthetic ones. For sportspersons, we would suggest Cordyceps mushroom along with Ganoderma and Spirulina, which has proven to be highly beneficial. We also have a number of rare and highly effective products like Lions mane mushroom, Shiitake mushroom, Morinda Citrifolia juice and many more.

CC: What is the future of the health food sector in the next 5-10 years?

The health food sector is expected to grow significantly. Awareness of the importance of health supplements is increasing, and people are becoming more health-conscious. The health and wellness food industry is a trillion- dollar industry now and it is expected to grow to one and half trillion-dollar by 2027. As more people turn to natural supplements over synthetic ones, the benefits will become even more apparent.

CC: You mentioned that people see you not just as an Indian, but as a company official making significant contributions. Could you elaborate on this?

Yes, because they see me not just as an Indian, but as a DXN official who has helped them. For instance, we have established a presence in Pakistan, where thousands of people benefit from our products and income from our business. Hence, whenever I go to Pakistan, they extend a warm welcome and appreciate what I did for them.

There are millions of children affected by night blindness in Pakistan which severely impacts their quality of life. We provide free Spirulina and Ganoderma to many of these children.

"We are environment-friendly and do not use chemicals or pesticides. Our products are organic and certified. We ensure that our cultivation methods do not harm the environment"

CC: Have you seen positive results from this initiative?

Yes, many children have overcome night blindness due to the administration of Spirulina and Ganoderma. These natural supplements have shown remarkable benefits.

We don't propagate it a lot, but people are benefiting from our efforts. Our products can be used from womb to tomb—they are suitable for everyone, from unborn children to seniors on their deathbeds, helping relieve pain and promoting a healthy body.

CC: What defines a healthy person?

A healthy person is physically, mentally, financially, socially and spiritually healthy.

CC: What is your philosophy of life?

Live and let live.