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Rice which promises to keep you fuller,with reduced hunger cravings in-between meals. Cereals which help reduce your girth. Tea fortified with vitamins to help combat deficiency. Footwear designed for medical and therapeutic applications. Shoes which promise to re-shape womens waistline,weight loss with low-frequency ultrasound machinesthe latest innovations in the world of health products is bound to attract ones interest.
Health concerns being high on everyones agenda,companies are going out of their way to woo the consumer. For rice lovers who feel guilty about consuming too much starch,Marico has introduced Saffola Arise,which the company claims contains good carbohydrates and has a lower GI than regular rice,ensuring you stay fuller and keeping your hunger cravings at bay. Another new entrant to the fitness zone is Hindustan Unilevers Brooke Bond Sehatmand,a tea that will help combat vitamin deficiency. Meera Srinivasan,senior nutritionist of the company claims that tea has many proven health benefits like maintaining a healthy heart. Many cereal companies have launched cereals which they say,if consumed twice a day,aid in weight loss.
Sports nutritionist Dr Sunny Bawa,who has been a part of national athletics and cycling teams,has launched NIDSUN Weight Loss and Spa,along with his sister Nidhi Mohan Kamal,who is a food engineer. The centre has weight loss programmes that use low-frequency ultra sound machines,along with a spa. There is no invasive procedure like liposuction or obsolete technologies like vibration machines and tucks,instead we use internationally ultra sound machines for lipo-emulsification,a safe technique approved by the USFDA, he says.
Reeboks EasyTone Shoes promises to re-shape women by generating up to 28 per cent more effective glute muscle toning. EasyTone is an integration of fitness and lifestyle elements, said Sajid Shamim,Executive Director Marketing and Product of the company. Again,Crocs Footwear and Surya Pharmaceutical have come together for the launch of Crocs Rxtm footwear designed for medical and therapeutic applications.
So how valid are these claims that are being floated by companies trying to popularise their products? According to Dr Arun Kochar,a senior intervention cardiologist,there is an enormous desire to look young and live long. The latest device and therapies feed this desire,promising to transform the shapes and appearances with fantastic changes. The physician practices medicine based on years of observation and clinical trials. It becomes difficult to recommend these miraculous remedies that promise ready-made and convenient cure. As a recommendation,we still rely on data,which promise regular exercise,supervised physiotherapy and good diet to attain the appearance and health of your dreams, he signs off.
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