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Star Impex Beverage, a world-renowned indigenous brand with a 35-year heritage, launches Cancro, a breakthrough fitness and wellness product. It is the only low-deuterium drink in India, the second in Asia, and one of six global brands to enter the fortified beverage segment.
Over the years, medical research has shown that reducing deuterium levels in tissues and organs is a natural biological process. However, the body’s ability to break down deuterium decreases as we exercise less or get sunny, get sick, and age. The water we normally drink has a higher deuterium level of 165 ppm, while Cancro’s water has a reduced deuterium level of less than 125 ppm. Lower deuterium levels help boost immunity, prevent disease, improve mental well-being, and fight diseases like diabetes, heart problems, thalassemia, and cancer, while actively increasing energy levels and improving athletic performance, and aiding in injury recovery.
Arsh Mehta conceived the brand in 2018 because he wanted such a health-conscious drink to be accessible to all levels of the Indian community, where there is an emerging mindset among young people – one that focuses on his health. He also highlighted the affordability and social impact of this product – ensuring that it can be consumed by everyone while giving back to the planet. The gap between international and Indian markets led him on a rigorous research and market development journey to launch India’s first and only low-deuterium drink – a bottled water containing extracts of curcumin and iodine for a beneficial internal effect.
Commenting on the launch, Mehta said, “Our primary focus at Cancro is to prevent and relieve cancer, skin ageing and other common skin diseases such as psoriasis. After years of research, studies have shown that consuming low-deuterium drinks helps our body heal internally as it has multiple health benefits, the most obvious being fighting the side effects of chemotherapy and helping your body recover. cope better with a disease like cancer. We wanted to create something sustainable and affordable for everyday use and help improve people’s livelihoods and give something back to our planet. That’s why we made Cancer in 100% recyclable food-grade PET bottles”. The product is available in a 2-pack for Rs 360 and a 6-pack for Rs 999 on their website and various platforms.