The latest news comes on the back of two other recent distribution announcements from the Israeli biotech in relation to CardiaBeat in the Asia/Pacific region. Just last week it unveiled a deal with Probiotec for Australia; and last July it came to an agreement with Il Dong over South Korea for the development of biofunctional consumer products for cognitive function and heart health. Enzymotec CEO Ariel Katz said that India is seen as a strategically important market - not least since obesity, heart disease, diabetes and hypertension are on the up. Indeed, this is a trend presently seen all across Asia, where more and more people are ditching traditional eating habits for Western-style diets. At the same time, however, a better economic environment means more people have disposable income to spend on products such as supplements and cosmetics that would previously have been seen as unnecessary frivolity. In this context, CardiaBeat could do well. A formulation of enzymatically-derived phytosterols and diglycerides that was originally developed with the needs of diabetics in mind, it is positioned to have a broad anti-cardiovascular disease effect. The ingredient is an extension of Enzymotec's functional oil formulation MultOil, which has been shown to potentially reduce the risk for coronary heart disease through preventing and controlling oxidative stress, reducing total cholesterol and triglyceride levels and inhibiting the atherosclerotic plaque formation cascade. The means it tackles more heart health indicators than many ingredients on the market, which look only after cholesterol management. Dr Katz told NutraIngredients.com last July that his company is also eyeing opportunities in other Asian markets like Japan, Singapore and China. It has been hoped that the Il Dong deal would prove a springboard for greater penetration in the region. As for India, Alok Saxena, director of Elder, said: "We are confident that our expertise in handling innovative products, as well as our extensive distribution network covering the entire country, will be the key success factors for CardiaBeat."