As a child growing up in Indore, Shrijika Parikh Agrawal, would happily gobble up chyawanprash, a herbal jam, that her mother would feed her twice a day. "Most children dislike it, because of its grainy texture. Chyawanprash also has a bitter taste because of Ayurvedic herbs. But my mother's recipe somehow did not leave me crinkling my face," she says, adding that her mother, Jigyasa would spend 12 hours in its preparation. The fact that the herb-based formulation kept her healthy, made Agrawal an ardent loyalist.