How creating awareness about aiding weight loss and lowering cholesterol levels has increased the demand for ispaghol. Ispaghol (Psyllium Husk), colloquially known as ‘isabghol ki bhoosi’ in the Subcontinent, has long been the remedy of choice to relieve symptoms associated with indigestion and constipation, and according to the Pakistan Economic Survey (2013-14), sales of ispaghol have been registering an annual growth rate of approximately 10 to 15% in the last six years. These figures apply mostly to unbranded ispaghol, as the branded variety is a relatively new concept Pakistan.
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