Vitalee: The holistic approach

Company provides alternative healthcare supplements for a better life.

LAHORE:

Founded in Lahore by A J Khan, with headquarters in Orange County CA, Vitalee Inc uses a holistic approach towards addressing the health concerns of young and old alike, to ensure results are sustainable and measurable. Vitalee provides users with organic healthcare supplements, using only natural ingredients to boost immunity and prevent disease.

On the official launch of the company on November 22, The Express Tribune spoke with Dr Ajmal Khan to gain a deeper understanding of this latest advance in alternative medicine.

“Ingredients utilised in all Vitalee products have the highest ORAC antioxidant values,” says Dr Khan adding, “And the lowest Glycemic index to address the synthetic and genetically modified ingredients consumed in our daily lives, which leads to preventable disease and good health.”

Dr Khan explains the nature of nanotechnology. “Nanotechnology refers to creating micro particles of the active material one wish to coat with liposome.” Liposome can be used to deliver substances to the blood stream and cells more efficiently than normal. “Liposomal migrates and absorbs faster,” continues Dr Khan. “Large cosmetic lines use nanotechnology because it penetrates faster. Hence the products are expensive.”

Based in Z Block DHA, Vitalee offers alternative medicine options. “No one would claim that alternative medicine and care have all the answers [to our modern health concerns],” says Dr Mohammad Riaz, molecular biologist at Vitalee. “But with all the mainstream medicinal options celebrities can afford, the fact that they seek alternative healthcare says something about the value of alternative medicine and care for optimum health.”

The launch event also saw a performance by the Nahid Siddiqi Foundation. While Nahid Siddiqi delivered a lecture demonstration, her troupe put together a moving dance performance.

“A lecture performance is a short performance explaining what Kathak is,” says Nahid Siddiqi. “It is an informative performance comprising of the traditional composition and repertoire of Kathak.” Even though it is visually pleasing, a lecture demonstration is not a conceptual piece. “It is performed in teen taal, a time cycle of 16 beats called kaushik dhwani while the melodic cycle or lehra is in raag,” continues Siddiqi.

Along with Nahid Siddiqi, her troupe members Rehan Bashir, Rachel Waterman, Mehreen Jillani and Ayesha Sarfaraz performed an improvisational piece. “We want to promote the classical arts that are now dying and are not being preserved in their original form,” says Rehan Bashir. “With the help of Vitalee we are able to promote the arts better.” The holistic centre has housed the foundation for almost 2 years.

Published in The Express Tribune, November 24^th, 2013.

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