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FROM MYSTERY TO SCIENCE SPECIAL EDITION

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Page 1: Dxn obtainer Magazine

Ganoderma lucidum, King of Herbs

FUNGUS OF THE CENTURIES

F R O M M Y S T E R Y T O S C I E N C E

SP

EC

IAL

ED

ITIO

N

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2 OBTAINER WORLDWIDE

editor´s note//CO

VER

Ganoderma lucidum - a macrofungus in the Chinese art and mythology and today‘s studies. In the present issue we have evaluated the effects of the Ganoderma L. and its dietary supplements.

Health Is WealthPerhaps the three words which you have just read seem to you to make up a very unlikely combination of subjects. And yet health and wealth are surely two of the most important things in life. Think of health as a financial asset, just like stocks and bonds. It decreases the odds of costly medical bills today and/or later in life. Without good health, you can't earn an income and build wealth. Health and wealth are thus both important resources for living a happy and successful life.

HEALTH AND WEALTH ARE RELATED IN MANY WAYS. Research data indicate that four factors strongly predict hap-

piness and well-being in most cultures: health, economic sta-

tus, employment, and family relationships. Studies indicate

that people are happier when they are healthy, employed,

married or in a long-term committed relationship, and finan-

cially secure.

Are you looking for ways to enhance your abundance of health

and wealth? You are invited to explore this special edition of

our OBTAINER magazine on the malaysian company DXN for

effective alternatives that address everyone who wants to dis-

cover health and wealth.

MERELY AN ABSENCE OF DISEASE DOES NOT NECES-SARILY MEAN THAT YOU ARE HEALTHY. It’s true that

sometimes diseases strike us when we least expect it even

when we do everything right as far as staying healthy is con-

cerned. Indeed, a wise man once truly said “Health is Wealth”,

for there is nothing worse than feeling ill at ease. Illness and

diseases not only make you dependent on others, they also

rob you of your zest for life. Why not take measures to ensure

a long, happy, self sufficient and healthy life? What if in addi-

tion to transforming your finances and your health, you also

became part of a community of people engaged in making a

positive difference on the planet. Would that interest you?

Well, now you have a choice, it´s not only an option. Find

out more about DXN! It is my sincere hope that you will find

help, information and resources that will help you in making

informed decisions about your process of improving health and

creating wealth. Better health and wealth is truly your decision.

BEST WISHES FOR FUTURE SUCCESS. BE HEALTHY, WEALTHY, AND HAPPY! LET HEALTH CREATE WEALTH.

Michael Sander

Founder of OBTAINER MEDIA

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OBTAINER WORLDWIDE 3

editor´s note//

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4 OBTAINER WORLDWIDE

content//6 GANODERMA LUCIDUM A therapeutic fungal biofactoryThe biological activities reported of preparations from

Ganoderma are remarkable and given most emphasis

herein as distinct from structure/activity information.

20 NETWORK MARKETING Marketing of the future - Marketing has long

been transformed from an operational marketing

instrument into universal “social engineering.” A web

made up of relationships, networks and interactions

has come to guide the whole of economic life.

28 SUCCESS STORYBhanu Bhakta Dhamala - After working in his

profession for 10 years it became clear to Bhanu Bhakta

that he wouldn’t be able to realize any of his dreams if he

continued doing what he had been doing.

Page 5: Dxn obtainer Magazine

OBTAINER WORLDWIDE 5

content//

38 MORINDA CITRIFOLIA Noni - From Polynesian healers to health food

supplements . The knowledge on the chemical

composition of Noni fruit has considerably

increased over recent years. A number of in vitro

and, to a certain extent, in vivo studies demonstrate

a range of potentially beneficial effects.

32 DXN INCENTIVE TRIP Nepal - A complimentary trip of 5 nights & 6 days

to Nepal organized by DXN Middle East was an

unforgettable experience for the DXN Achievers

across the Gulf.

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6 OBTAINER WORLDWIDE

COVERSTORY

Fungus of the Centuries

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OBTAINER WORLDWIDE 7

No other fungus on the planet exhibits such a wide range of effects and possible applications nor is used as a natural remedy for so many health problems as the Reishi, which, when translated, means “the mushroom of immortality”. Above all else, it has proven itself as an elixir in the maintenance of good health and also leads to a noticeable improvement in vitality!

Fungus of the Centuries

Reishi (lat. Ganoderma lu-

cidum) really is something

special. Being neither a

plant nor animal, Reishi

has been placed - as well as all other

fungi/mushrooms - in a kingdom of its

own called Myceteae. Reishi is, first and

foremost, a food. It is of the fungi class,

a mushroom that grows on dead tree

stumps and logs. It has amazing proper-

ties for health and vitality.While Reishi

has been used in China for centuries, it’s

rather new to the rest of the world. Due

to its tremendous health benefits, use is

escalating. Its bioactive substances are

of extreme importance not only from a

pharmacological point of view but also

in nutritional-physiology. The substanc-

es contained within this mushroom are

so well combined that they ensure high

biodiversity and efficacy (exploitability

of a substance in the body). According

to folklore, Reishi has been used in Asia

as a natural remedy for thousands of

years. Ganoderma lucidum is its scien-

tific name, it’s known as Reishi in Japan

and is called Ling Zhi in China. This

name signifies the huge appreciation

people had and continue to have for this

Ling Zhi is an

integral part of

culture and the arts

on the Orient. Since

the first Chinese

dynasty, paintings,

embroideries,

buildings, and

sculptures of the

gods and immortals

have depicted Reishi

as a symbol of

divinity, longevity

and good fortune.

Ganoderma lucidum - King of Herbs

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8 OBTAINER WORLDWIDE

mushroom. Old Chinese Masters used to say Ling Zhi (“beau-

tiful flower” when translated) could even “wake a person from

the dead and get them back on their feet” and it has therefore

been celebrated for centuries as a symbol of success and joie

de vivre. Ling Zhi is a unique product that bears the proud

title medicine of eternal life. It is a natural organism with re-

cycling properties, which provide it with its own nutrition, as

Reishi never rots and never looses its form, even when dried.

In the Pen Ts’ao Kang Mu (a.D. 1578), China’s most famous

pharmacopoeia, it states that “continued use of Ling Zhi helps

reduce weight and increases life expectancy” (Huang, 1993).

At this time, it was thought the pharmacological effects of Ling

Zhi were due to its color. Ling Zhi actually exhibits many dif-

ferent features, which are dependant upon the region in which

it grows (Jong and Birmingharii, 1992). During the Ming

Dynasty (1368-1644), it was called Qi Zhi or “red mushroom”.

It was said that it was good for the heart (Yeung, 1985). In tra-

ditional Chinese medicine, Ling Zhi is classified in the high-

est class of the tonic. There are many Chinese and Japanese

reports about people with cancer or other degenerative dis-

eases’ embarking on long trips in an attempt to procure Ling

Zhi. According to old tales, Chinese Emperors deployed entire

fleets to find Ling Zhi. It was regarded, even before ginseng,

as the most important imperial elixir in China, the weight of

which was measured in gold due to the rarity of the fungus

(in Japan it was aptly referred to as the phantom mushroom).

When the mushroom was procured, its powers were heralded

COVERSTORY

in poems and celebrated at lavish parties. Finding a Ling Zhi

was always considered a good omen. The mushroom wasn’t

only used as medicine. It served as a talisman and was consid-

ered a symbol of immortality in Taoist circles. In addition, it

was hung above doorways and beds to ward off demons and

evil spirits. As a result, it was also immortalized on porcelain,

jade carvings, jewels, carpets, drawings and pictures.

Reishi - in a genius of its own

The most ancient herbal book in China states: “From the up-

per class of elixirs there are one hundred and twenty kinds,

whose task is to rule like the king. They control the mainte-

nance of human life and correspond to heaven. They are not

poisonous, regardless of what amount or regularity they are

consumed. Do you want to alleviate your body and strengthen

your powers, and do you want to live long without aging, then

use this remedy!” The most important of these was the Ling

Zhi, even before the legendary ginseng. From today’s perspec-

tive, these venerations are easily determinable. As almost

everything that was written about the effects of Reishi in an-

cient China can be backed by present day scientific studies.

Back then, the term “immune system” was not understood.

However, this is what they were referring to when they wrote:

“The Reishi mushroom helps overcome illnesses and increas-

es the life expectancy of humans.” Today it has been proven

that it has preventative effects as well as healing properties.

In any case, it supports the energy system of our bodies and

helps us to remain healthy or to become healthy once again.

Even its exterior is impressive - which often also secures the

mushroom a decorative place in a flower arrangement! The

stem of the young mushroom grows like a finger to a length of

around 15 cm from the substrate, eventually branches off and

often forms a kidney-shaped cap. This cap can be up to 1-3 cm

thick. The stem is initially bright yellow in color but gradu-

ally turns a deep dark red. Extremely impressive, however, is

its shiny almost varnished-like appearance. In earlier times,

the most sought after specimens were those that resembled

antlers. For such an “antler mushroom” vast sums of money

were paid. When dried, the mushroom lignifies. Its consisten-

cy then resembles cork, it has a slightly bitter taste and emits

a pleasant aromatic smell. The red Ling Zhi is considered to

have the most healing properties. This variety is also used for

healing purposes and is grown in cultures.

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10 OBTAINER WORLDWIDE

Ganoderma lucidum has

gained wide popularity as

a health food because of

health-stimulating prop-

erties and valuable health effects. In

its main area of distribution, the moist

costal region of China, the Reishi is rare.

The difficult conditions needed for ger-

mination are reason for this. Reishi place

quite special demands on the air, tem-

perature and humidity. Since the 1970’s,

the optimal conditions for germination

could be replicated under laboratory

conditions. Since then, it has been pos-

sible to cultivate the Reishi that had pre-

viously only been available to a wealthy

class in Asia, therefore, making it acces-

sible to more people. In 1997, worldwide

Distribution and Cultivation

production had already reached 4,000

tons. This meant that around 4 million

people were able to consume Reishi or

Reishi products on a regular basis. Once

rare and expensive, Ganoderma, known

as magical mushroom, is now effectively

cultivated and is readily available.

The structure that we call a mushroom

is, in reality, only the fruiting body of

the fungus. The vegetative part of the

fungus, called the mycelium, comprises

a system of branching threads and cord-

like strands that branch out through

soil, compost, wood log or other ligno-

cellulosic material on which the fungus

may be growing. After a period of growth

and under favourable conditions, the

established (matured) mycelium could

produce the fruit structure which we call

the mushroom. Mushrooms are devoid

of leaves, and of chlorophyll-containing

tissues. This renders them incapable

of photosynthetic food production.

Yet, they grow, and they produce new

biomass. For their survival, for their

growth, and for their metabolism, they

rely on organic matter synthesized by

the green plants around us, including

organic products contained in agricul-

tural crop residues. The organic materi-

als, from which mushrooms derive their

nutrition, are referred to as substrates.

A Reishi farming is both a science

and an art. The science is developed

COVERSTORY

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OBTAINER WORLDWIDE 11

through research, and the art is per-

fected through practical experience.

However, cultivation requires precision.

Indeed, it is not as simple as what some

people often loosely stipulate. It calls

for adherence to precise procedures.

DXN, a company from Malaysia, thus

succeeded in cultivating the Resishi us-

ing rubber wood, rice chaff and water

to form the organic substrate for the

Ganoderma to grow. This method pro-

duces more than 200 kinds of primary

and secondary elements, such as en-

zymes, co-enzymes, amino acids, vita-

mins, carbohydrates and other trace el-

ements which help to improve the crop’s

quality, quantity, growth and resistance

to pests. The mushrooms are cultivated

under extremely hygienic standards in

order to protect them from bacteria and

pet infestations. The mixed substrate

is filled in polyethylene bags, capped

to prevent contamination, then steril-

ized in autoclave at 121 degrees Celsius

for two hours, a process, which doesn’t

destroy the nutrients. After cooling, the

substrate is inoculated with selected

matured spawn under aseptic condi-

tions. The polyethylene bags containing

the inoculated spawn are then placed

in the sheds for a period of ninety days.

In DXN’s sheds, optimal growing con-

ditions are procured at 26-27 degrees

Celsius. Full maturity is indicated, when

the cap is completely reddish brown and

spores are shed on the top of the cap.

Harvesting is done by tight plucking,

holding the root with one hand and pull-

ing up with another and no residual bud

is left after harvesting. As a result, no en-

vironmentally unfriendly factors are to

be reckoned with. After harvesting, the

Reishi mushroom is sliced and dried and

ground to powder.

The DXN Ling Zhi farm covers an

area spanning 34,000 m² and is the

first processing plant for Ganoderma

in Malaysia to be awarded MS ISO

14001:2004 certification from Lloyd´s

Register Quality Assurance since July

2000. This ensures that all activities in

cultivating Ganoderma meet the MS

ISO 14001:2004 standard and com-

ply with legal requirements by the

Department of Environment.

In November 2007, DXN’s Ling Zhi Farm

was accredited the Malaysian Organic

Scheme (Skim Organik Malaysia) cer-

tification by Department of Agriculture,

Peninsular Malaysia (Jabatan Pertanian

Semenanjung Malaysia), conforming to

the standards of MS 1529:2001 and of a

certified organic farm.

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Worldwide recognition of the vital properties of the Reishi

For over 4,000 years, is has been said that the Reishi

posses magical powers - today these powers have

been scientifically proven. The Japanese govern-

ment has added the Reishi to the official list of can-

cer drugs. It may seem surprising that in the Western world

not that much has been known about this popular, acclaimed

natural remedy until recently - after all, in Japan alone cur-

rently over 770 million US Dollars is turned over annually

from products manufactured from Ling Zhi and other healing

mushrooms. There is, however, a simple explanation for this:

Up until recently, only a very limited amount of Ling Zhi was

available. Only over the last few years has it been made pos-

sible to cultivate the mushroom professionally on a large scale

basis. Since then, the number of scientific investigations into

this traditional natural remedy has increased exponentially.

Today it is therefore clear: Ling Zhi is, firstly, completely non-

toxic and as a result can be consumed in any quantity with

no time restrictions. Secondly, as a nutritional supplement, it

can help protect against a large number of illnesses - includ-

ing cancer.

COVERSTORY

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OBTAINER WORLDWIDE 13

Worldwide recognition of the vital properties of the Reishi

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14 OBTAINER WORLDWIDE

About 20 years ago, a real vital mushroom boom began in the

USA. Here the healing mushrooms were most often used as

nutritional supplements or as slimming products. Crossing on

their way to America, the demand for healing/vital mushroom

products also increased in Germany. Since that time, hun-

dreds of holistic doctors and healers have been using Reishi

as a universal natural remedy in fighting many complaints

and illnesses. Reishi are grown in culture, dried, processed to

capsules, powder or granulate and sold as a supplementary

vital supplement, in support of a healthy diet. In Japan, the

Reishi mushroom is approved as medication in the treatment

of cancer.

Scientific findings impressively depict the potential of this

amazing mushroom. In traditional Chinese medicine (TCM),

it has been utilized as a versatile remedy for quite some time.

Ganoderma Lucidum is known as the “divine mushroom of

immortality” in Japan. “Ling Zhi”, which is also known as

Reishi, is one of the most acclaimed mycoceutics in Asia. The

Japanese doctor, Dr. Fukumi Morishige, observed that con-

suming Ling Zhi / Reishi was of particular benefit over the

course of illnesses that are associated with a lowered immu-

nologic state (e.g. rheumatoid arthritis, chronic bronchitis,

hepatitis).

Important substances in Reishi

Reishi contains vitamins, minerals, trace elements, rough-

age, essential amino acids and secondary substances with

high bioactivity in a unique form. Two groups of substances

are, however, of particular importance. On the one hand, it

is the polysaccharides that can activate the human immune

system, strengthen and stabilize the body’s defense forces and

increase the ability of the body to successfully cope with the

varying attacks from our surrounding environment. On the

other hand, it contains triterpenes, also known as bitter sub-

stances, a group of active natural compounds found in most

plants. As with most beneficial substances in plants, it pro-

tects the plant from microbial infection. The triterpene found

in Ganoderma is known to play various important roles for

the well being of human body. For biochemists and pharma-

cologists, Reishi is a biological “power packet”. It still hasn’t

yet revealed all its secrets and with future investigations more

interesting findings are most definitely to be reckoned with.

“Let your food be your medicine, and your medicine be your food.”

— Hippocrates, the father of modern medicine

460-377 BC

COVERSTORY

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16 OBTAINER WORLDWIDE

Scientific investigations confirm important

properties of vital mushroom

After successfully cultivating the Reishi, extensive biochemi-

cal and pharmacological investigations into the substances

contained within the mushroom and their medicinal effects

were carried out. Since then, numerous clinical studies have

confirmed many of the traditional uses of the mushroom,

which were gathered over the centuries. It provides people

with an additional high-quality vegetable, and enriches the

diet with high-quality proteins, minerals and vitamins which

can be of direct benefit to the human health and fitness.

The extractable bioactive compounds from the Reishi can

enhance human immune system and improve quality of

life. Studies emphasized by the Professor and Mycologist,

Jan Lelley, in his book The healing power of fungi are being

sited here in lieu of those available: In seven Chinese hospi-

tals, the effects of the Ling Zhi mushroom on both cholester-

ol level and the cardiovascular system were investigated. In

68 % of the patients, a reduction in the LDL cholesterol level

was achieved, after they were administered Reishi for 1 to 4

months. 90 % of those treated also suffered from coronary

heart disease. In more than three quarters of these patients’

ongoing reviews with the aid of an ECG revealed clear im-

provements in their conditions.

The basidiocarp, mycelia and spores of Ganoderma lucidum con-

tain approximately 400 different bioactive compounds, which

mainly include triterpenoids, polysaccharides, nucleotides, ste-

rols, phyto-steroids, fatty acids, proteins/peptides and trace el-

ements which have been reported to have a number of health-

enhancing benefits. Reishi is regarded as healthy food or as so

called functional food. The extractable products from Reishi, de-

signed to supplement the human diet as an enhancement of health

and fitness, can be classified into the category of dietary supple-

ments or mushroom nutriceuticals. Dietary supplements are in-

gredients extracted from foods and herbs that are taken without

further modification. Mushrooms constitute a most rapidly gro-

wing new food category, which the current health-oriented public

is increasingly enjoying.

COVERSTORY

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Reishi - a potent pharmacological macrofungus

As before, most of the studies on Reishi are undertaken in

Asia and the USA. Despite great skepticism at the onset, con-

ventional Western medicine and naturopathy has come to ap-

preciate the amazing properties of the vital mushroom. Reishi

has also been added to the American herbal Pharmacopoeia

and Therapeutic Compendium.

Nutritional value of Reishi

The Reishi mushroom has attained an unparalleled reputa-

tion in the Orient as the ultimate herbal substance. To the

Chinese, the nutrition health benefits of mushrooms include

promoting vitality and good health. It is considered a super-food because it is so highly nutritious. Over 300 reports have

been published concerning the chemical constituents of the

red Reishi. The fruiting body, mycelia and spores of Reishi

contain approximately 400 different bioactive compounds.

This prized fungus contains several health benefits for our

body. As a food, it is rich in protein, contains 18 amino acids,

Potassium (K), Magnesium (Mg), Calcium (Ca), Germanium

(Ge) alongside other essential micronutrients, including vita-

mins and minerals. The potency of Reishi mushrooms is usu-

ally based on its level of triterpenoids. One can determine the

level of this by tasting it. The more bitter it is, the higher the

level of triterpenoids. Because Reishi is a polypore, (a group

of hard, woody, bracket-like mushrooms) it is not eaten, but

cut into pieces and made into a tea. Other popular forms of

delivery are the water extracts and powders. Many people also

use Reishi as a coffee substitute. The DXN products are thus

an ideal way to consume Reishi.

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The status of Reishi in the health food industry is unparal-

leled. It is the culmination of the knowledge and wisdom of

the East and West for 5,000 years. Its effectiveness as a health

food has been demonstrated in over 30 years of modern sci-

entific research, therefore proving that Reishi is totally free

from any side-effects. For centuries, Reishi has been regarded

as a symbol of happiness, longevity and even immortality. It

has been gaining in popularity in recent years as a historically

treasured herbal material. In traditional Chinese medicine

(TCM) it’s still regarded as one of the most valuable herbal

treasures to this day.

The secret of success is knowing how to deal with your body to

maintain peak health condition. The dictum Health is Wealth

holds more truth now in a modern context than it did ever

before. While medical science has progressed more than any-

one could have ever imagined in treating disorders and dis-

eases, the real challenge lies in prevention. The answer lies in

looking to a system, which is naturally sustainable and adapt-

able for all conditions and all body systems. Nevertheless, of

course, modern-style research using contemporary scientific

methods is now being carried out into the ways the mush-

room works and into the possibility of using it to promote

health. DXN remains in the forefront of bringing the

benefits of the Reishi to the common man. An old

Arabian Proverb says: “He who has health has

hope, and he who has hope has everything.”

COVERSTORY

While medical science has progressed more than anyone could have ever imagined in treating disorders and diseases, the real challenge lies in prevention.

Dato' Dr. Lim Siow Jin

DXN CEO

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OBTAINER WORLDWIDE 19

While medical science has progressed more than anyone could have ever imagined in treating disorders and diseases, the real challenge lies in prevention.

References

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lating polysaccharide from spores of Ganoderma lucidum. Chem Pharm Bull 50:623-629.

H. Hu et al. (2002): Ganoderma lucidum extract induces cell cycle arrest and apoptosis in

MCF-7 human breast cancer cell. Int J Cancer 102:250-253.

H. Lu et al. (2002): Prevention of development of N,N‘-dimethylhydrazine-induced colon

tumors by a water-soluble extract >>from cultured medium of Ganoderma lucidum (Rei-

shi) mycelia in male ICR mice. Int J Mol Med 9:113-117.

D. Sliva et al. (2002): Ganoderma lucidum suppresses motility of highly invasive breast

and prostate cancer cells. Biochem Biophys Res Commun 298:603-612.

G. Szedlay et al. (2002): Is the widely used medicinal fungus the Ganoderma lucidum (Fr.)

Karst. sensu stricto? Acta Microbiol Immunol Hung 49:235-43.

S.P. Wasser et al. (1999): Therapeutic effects of substances occurring in higher basidiomy-

cetes mushrooms: a modern perspective. Crit Rev Immunol 19:65-96.

Y.H. You et al. (2002): Protective effects of Ganoderma lucidum polysaccharides peptide on

injury of macrophages induced by reactive oxygen species. Acta Pharmacol Sin 23:787-791.

J. Zhang et al. (2002): Activation of B lymphocytes by GLIS, a bioactive proteoglycan from

Ganoderma lucidum. Life Sci 71:623-638.

H.S. Zhu et al. (2000): Effects of extracts from sporoderm-broken spores of Ganoderma

lucidum on HeLa cells. Cell Biol Toxicol 16:201-206.

M. Zhu et al. (1999): Triterpene antioxidants from G. lucidum. Phytother Res 13:529-531.

Malaysian Journal of Science, 26 (2). PP 41-46. Hypoglycemic, Insulinotropic, and

Cytotoxic Activity of Three Species of Ganoderma. Mhd. Saufi Bastami, SitiPauliena Mhd

Bohari, WOng Mee Har, Mhd, Noow Wahab, Ariffi Suraya Rahmani, Nor Fadial Rajab,

Mhajir Hamid, Malaysia.

Acta Pharmacol Sin. 2004 Feb: 25(2):191-5 Hypoglycemic effect of Ganoderma lucidum

polysaccharides. Shang HN, Lin ZB. Peking University Beijing , China

J Ethnopharmacol. 2007 May 4;111(2):219-26. Epub 2006 Nov 21. Ganoderma lucidum

polysaccharides enhance the function of immunological effector cells in immunosup-

pressed mice. Zhu XL, Chen AF, Lin FB, Peking University, Beijing, China

Int Immunopharmacol 2006 Feb;6(2):241-51. Epub 2005 Aug 30. Ganoderma tsugae

supplementation alleviates bronchoalveolar inflammaiton in an airway sensitization

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Biotechnology, National Chung Hsing University, Taichung, Taiwan ROC

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rich extracts of Ganoderma tsugae on airway hyperreactivity and Th2 responses in vivo.

Chen ML, Ling BF, Dept of Biochem Science and Technology, National Taiwan University

Taipei Taiwan ROC

Mol Cell Biochem 2007 Jul;301(1-2):173-9. Epub 2007 Jan 12. Ganoderma lucidum poly-

sachharide peptide reduce the production of proinflammatory cytokines in activated

rheumatoid synovial fibroblast. Ho YW, Yeung JS, Chiu PK, Tang WM, Lin ZB, Man RY Lau

CS, University of Hong Kong HK

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20 OBTAINER WORLDWIDE

„Marketing is Everything“ was the title of an article by Regis McKenna, probably the most significant marketing expert in the technology business, published in the “Harvard Business Review” in 1991. “In the long term every company is dependent on the fact that

its customers speak well of the company and its products,” was his creed. And as early as 1986 McKenna, then marketing boss of Apple, was convinced “that soon no more computers will be bought without the customers getting a reference from a trustwor-thy person in their circle of friends.” “Recommendations and mouth-to-mouth propa-

ganda are the most powerful form of communication in the business world,” is therefore McKenna‘s conclusion: “More powerful than any other form of promotion and PR.”

NETWORK MARKETING

OF THE FUTURE

And indeed marketing has long been trans-

formed from an operational marketing in-

strument into universal “social engineer-

ing.” A web made up of relationships,

networks and interactions has come to

guide the whole of economic life. But where did it begin?

“Marketing” came along with the mass production of goods

that started from the beginning of the 20th century as a result

of industrialization. To position products on the markets and

to awaken the customers‘ desire to buy new strategies were

developed. Information and advertising received a completely

new significance. So marketing was the response to the chal-

lenges facing selling in the industrial age. However, “recom-

mendation marketing” as we encounter it today in the form of

“network marketing” or “multi-level marketing” (MLM) had

not even been born 100 years ago. On the other hand “direct

distribution” did already exist.

Particularly in the distant regions of the USA “traveling sales-

men” were not just a familiar feature of the B2B (business

to business) scene, there were also representatives who sold

their goods – household products just as much as insurance

– directly to the end customers. But all these representatives

were restricted by their “maximum possible sales limit.” W.

Clement Stone, the doyen of the American insurance indus-

try, described this limit in his book “The Success System That

Never Fails”, published in 1962, as follows: “On the morning

after the eventful day when I gained 122 customers I decided

to duplicate myself – i.e. to build up a sales organization. At

the end of that day I was happy but tired. I went to bed ear-

lier than usual and also sold insurance policies in my dreams.

Next morning it became clear to me that I had reached the

upper limit for deals closed personally.” Since this “maxi-

mum possible sales limit” coincides with the psychological

and physical breaking point of the individual sales representa-

MARKETING OF THE FUTURE

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OBTAINER WORLDWIDE 21

tive and it is therefore not possible to stabilize sales figures at

this high level, the direct sales companies sought quite soon

to break through this limit. The first step in this direction was

found quickly – building a sales organization. But at first they

only thought of using the experience and know-how of the

top salesmen in order to train and impart skills to new sales-

men. Since the trainers shared in the turnover of the salesmen

they trained, the “maximum possible sales limit” was broken

through for the first time. In this way the foundation stone was

laid for a development that was to produce more millionaires

than any other idea before or since!

However, first of all the idea had to overcome a few “teeth-

ing problems.” The way the concepts were originally “worked

out” the trainers did not really have any interest in the sales-

men they trained becoming trainers themselves since they did

not earn anything from them anymore when that happened.

This problem found an initial solution through the trainers re-

ceiving an “overhead,” i.e. a commission on the total turnover

achieved by the sales organizations of the executives they had

trained. But very soon it was to become apparent that this too

“fell short,” because the moment a new leader qualified in the

depths of the organization this turnover was lost to the origi-

nal trainer since the executive he had trained could now claim

the “overhead” for himself. Only when the overhead started

to be shared over several levels was a situation reached where

executives had a genuine interest in helping new subordinates

even if they had not personally recruited them. “Multi-level

marketing” (MLM) was born.

The first company that was already using and perfecting this

system in the 1940s was a company called “California Vita-

mins,” which, as can be guessed from the name, was active in

the food supplement field. California Vitamins had recognized

RECOMMENDATIONSAND MOUTH_TO_MOUTH PROPAGANDA ARE THE MOST POWERFUL FORM OF

COMMUNICATION IN THE BUSINESS WORLD

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22 OBTAINER WORLDWIDE

that the “classical chain of distribution” (cf. Fig 1 on p. 24)

was by far not as well-suited to the sale of products in need of

explanation as direct sales where the product was presented

to customers within their own four walls and reached the end

customers from the producer with only one intermediary. In

addition, California Vitamins was the first company to come

up with the idea of selling customers who registered as dis-

tributors the products wholesale and enabling them to benefit

from successful recommendations – the evolution to “net-

work marketing” was complete.

The success of this new method of integrating the customers

into a company‘s marketing was so overwhelming that it im-

mediate found numerous imitators – and just as quickly nu-

merous critics. After all, in those days communications were

far from being as developed as today and the “informed con-

sumer” was far from being a matter of course. A situation that

was exploited by some “black sheep” in order to make a quick

profit with utopian promises. Soon the concepts “snowball

NETWORKING IS EVERYTHINGNETWORK MARKETING OFFERS EVERY PERSON THE OPPORTUNITY TO DEFINE THE BALANCE BETWEEN PROSPERITY AND FREEDOM FOR THEMSELVES PERSONALLY

system” and “pyramid game” were on everybody‘s lips and

hardly anybody was able to distinguish anymore where legal

and legitimate sales ended and where fraud began.

So in 1975 the time had come: With the “Pyramid Law” the

“Federal Trade Commission” (FTC) sounded the charge

against “structured marketing” as the multi-level marketing

models had also come to be known. The FTC‘s main opponent

was what was already at that time the largest network market-

ing company in the USA, which today is still active in more

than 80 countries and has more than 3 million distribution

partners. After more than four years and legal costs amount-

ing to several million dollars the Supreme Court ruled that the

distribution system used by the company was not an “illegal

pyramid system” but a permissible method of supplying end

customers with a manufacturer‘s products. The criteria dis-

tinguishing legality from illegality (cf. Fig. 2 on p. 25) were

finally clearly defined. This legal decision laid the basis for the

success of network marketing, which since that time has been

MARKETING OF THE FUTURE

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OBTAINER WORLDWIDE 23

hastening from one record to the next – and that on a global

scale! Not only in the USA and Canada, Europe and Australia

has network marketing become firmly established but also in

South America and the whole Asia-Pacific region and in the

Middle East and Africa is advancing inexorably.

In actuality the process that is totally changing the working

world and society has long started. The increasing mecha-

nization and automation of many aspects of work has sim-

ply made hundreds of thousands of jobs superfluous in the

last decades. There has been one other comparably far-reach-

ing transformation in the past: the “Industrial Revolution,”

which in the 18th and

19th centuries led from

an agricultural to an in-

dustrial society. The rap-

id technical development

has in recent years forced

many people to look

for new jobs in the ser-

vice sector. But even the

transition to the service

society still does not rep-

resent the end of the de-

velopment: Today we are

standing on the threshold

of the Information Age,

i.e. that epoch where

“knowledge” represents

the central value when

it comes to earning a liv-

ing. This is, however, no

reason to stick your head

in the sand, particularly

as – seen historically –

every attempt to combat

progress has been con-

demned to failure. It is more sensible to take advantage of

progress. Just as today machines already take over a lot of

boring and exhausting work and thus create more creative

space for people, with the transformation to a knowledge so-

ciety it is also a case of not losing sight of the primary goal –

the acquisition and distribution of prosperity – and placing

the whole process at the service of humankind.

Prosperity was the watchword of yesterday, is the watch-

word of today and tomorrow it will still be the watchword

of successful business ventures. Prosperity that wants to be

acquired. In the business cycle employers generate funds,

which then flow to employees – not just those of the employ-

ers‘ own firms but also at suppliers, processors and service

providers. With their work these employees secure the pros-

perity of the employers. If this cycle is broken, then prosper-

ity is jeopardized. Today one single company can make large

profits with few employees – and this completely without

suppliers or processors. The Internet and new information

technologies make this possible. For this reason people will

not in future be able to rely on getting a steady job some-

where, but will have to look for their opportunity in other

models of work. The “freelance” and the “temporary worker”

are only two of numer-

ous possibilities that are

gaining more and more

significance. People are

required to reflect on

themselves and their

qualities. Then in the

crisis the opportunity

will indeed be planted

to make good the short-

fall in your wallet using

your own initiative. Here

network marketing may

very well offer a genuine

career opportunity. Be-

cause expensive “high-

power advertising” on TV

and radio has long been

out in many industries

since the ratio of results

to costs is not particu-

larly good. Nevertheless,

the advertising cost of

German companies alone

amounted according to

“Nielsen Media Research,” the leading media research com-

pany worldwide, in 2008 to more than €21 billion and the

trend is upwards.

The sales strategies of network marketing companies mean

they can dispense with such advertising budgets by transfer-

ring the products directly to the end customer – unlimited

timewise (no store opening times) and placewise (world-

wide) – by means of “dialog-oriented distribution channels.”

Costly traditional business is thus avoided. Only the success-

ful recommendations of the distributors, i.e. genuine sales,

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24 OBTAINER WORLDWIDE

are paid for in the form of commissions according to each

company‘s individual remuneration scheme. These “soft

sales” through recommendations and bridge-building are

continuing their forward march. Network marketing have al-

ready done pioneering work here in the past. Today, howev-

er, in the age of “social networking,” when some people have

more “friends” on Twitter or Facebook than some countries

have inhabitants, this form of “person-to-person” promo-

tion is becoming more important with each passing day! In

times when their advertising presence has to become louder,

gaudier and more original in order to draw customers “out

of the woodwork,” network marketing companies are taking

the direct route via “enthusiastic users,” who recommend the

products and services warmly to their friends, acquaintances

and business partners – and that completely free of charge!

Particularly with products that require lots of explanation,

ones that are difficult to sell without extensive information,

a recommendation from a trusted person is all the more im-

portant. The mistake of assuming that marketing is “done

in the marketing department” is a fatal one. Modern mar-

keting is no longer limited to the boundaries of your own

company. It should be understood as a recurrent theme that

pervades and activates the whole organization. But with this

overall perspective marketing can no longer be considered

the exclusive domain of a few particularly experienced mar-

ket experts, such as the product manager or the marketing

manager, or even of the distribution manager or the CEO. It

has long become dangerous to rigidly separate “inside” and

“outside.” Because the customer is becoming more and more

a co-producer of the product, a “prosumer.”

The idea of the company as a system interacting with its

surroundings and of marketing as a co-designer of this life

system leads to a considerably broadened concept of market-

ing. A concept that has long been practiced in the network

marketing industry. Here the variety of markets should not

be ignored. Each market has its own logic that you have to

be able to deal with as with the variety of different forms

of behavior of target groups, market segments, partners and

other participants in the market. An example of this would

be the halal seal of quality (cf. OBTAINER WORLDWIDE,

Issue No. 11/09, pp. 122 ff.) allocated to meat, condiments or

cosmetics and recently also to financial products.

Today a good reputation is everything. News and ru-

mors – both positive and negative – spread like wild-

fire through the social networks. However, most peo-

ple do not believe that they have influence on the decisions of

others. Here consider for a moment: How often have you gone

to the cinema, consulted a lawyer or booked a holiday as a re-

sult of a recommendation? It is part of human nature to help

other people and also to give unasked advice when you think

it will be of use to the other person. But also recognition plays

a great role here because, if we are honest, we recommend

something good not only to help others but also to earn grati-

tude and esteem. But who are these “others”? They are what

is called a “network”: the totality of all professional and pri-

ManufacturerExporterImporter Wholesaler

Customer Advertising Retailer

Intermediary

Fig. 1: Classical sales channel

Manufacturer Independentdistributor Customer

Fig. 2: Direct sales channel

24 OBTAINER WORLDWIDE 12/2010

MARKETING OF THE FUTURE

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OBTAINER WORLDWIDE 25

vate contacts. Every single one of us has such a network – and

the primary task of a “networker” consists of activating this

network! Since time immemorial people have made alliances

and joined together. They “network” both for economic and

political reasons as well as social ones. Networks are gaining

significance in both the professional and the private sphere

and here the Internet as a medium of interpersonal communi-

cation is playing an ever more important role in building and

caring for relationships. These changes are also molding the

essence of work. New forms of work emerge, e.g. working as a

freelance in networks, of which “network marketing” is a part.

The network – it is claimed – is the organizational form of the

future and in the private sphere it is gaining significance just

as much as within and between organizations in the realms of

business, politics or civil society.

But for self-confessed networkers that is nothing new. The

task of a networker consists of organizing this networking.

Networking partners share in the turnover generated in these

networks in the form of commissions. People who decide as

small businesspeople to enter network marketing are acting

totally in line with the trend: the number of associates in-

volved worldwide in the direct sales industry rose in the 20

years from 1988 to 2009 from 8.5 million to over 65 million!

At the same time the percentage share of networkers has in-

creased continually so than meanwhile only a maximum of 14

percent of all people working in sales are involved in “classical

direct sales” – and over 86 percent in network marketing.

ILLEGAL• No product, or product without any utility/demand,

license fee• Recruitment of new partners earns commissions so that

real sales become irrelevant (bounty)• The revenues of an authorized dealer are directly • reduced by the turnover commission for the • sponsor on the level above• The products are purchased from the level • above or are passed from level to level • with a mark-up• It is not possible to overtake participants on a higher

level• “Devil take the hindmost“• Contract penalties, minimum purchases, expensive

course packages, high entry costs

LEGAL• Product with utility and demand• Remuneration in network marketing is dependent on

turnover: commissions only for product turnover• The contract is concluded with the network marketing

company, settlement takes place centrally through the company

• The products are purchased directly from the manufacturer – and this on all levels of the

• hierarchy for the same price• It is possible to overtake participants on a higher level• Not the first, but the best is the best• Start-up costs are low: mostly you acquire a starter kit

for less than €100 or $100 and for that you receive an equivalent in products, brochures, etc.

12/2010 OBTAINER WORLDWIDE 25

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26 OBTAINER WORLDWIDE

The future – that now seems certain – belongs to the networks.

Whereas previously – in a market that covered a narrowly lim-

ited area – the danger often arose that networks would topple

into the negative and become a “tangle,” today – in a global-

ized, open world market – the demands on all participants are

above all molded by transparency and openness, which is why

in the sphere of work highly professional behavior is the pre-

condition for business success. Nevertheless, it is not permis-

sible to equate “networking “ with “selling”! In the first place

it is a question of building up a relationship and of anchoring

yourself in people‘s memories through a self-confident and

appealing manner, so that when a suitable opportunity arises

they will remember the networker. Here what is important are

not close friends or family members – what are called “strong

ties” – but rather the “weak ties,” the friends of friends – or

even their friends. It is not so much a question of direct con-

tacts as of indirect ones – the contacts of contacts! That is the

“art of linking.” For those who master this art success is a self-

starter. Anybody at all who is unhappy with their present life

situation will find in network marketing a way that promises

positive change – and this to a great extent independently of

the overall economic situation. In fact the turnover figures of

the large networking companies show that since the start of

the world economic crisis in September 2008 the industry has

been on a course of stable growth – quite the opposite of gen-

eral developments. Job cuts in other industries and wage and

cost pressure on all dependent employees make the network

marketing alternative appear more attractive from month to

month – no matter whether as a second income or as a “full-

fledged livelihood.” Ultimately there is only one single pre-

condition in order to be successful as a networker and that is

the willingness to learn everything necessary for success!

Working in networks is based on trust and cooperation. Trust

arises from being a reliable partner in your network. In a net-

work there is no outside authority that can force you to do

some job or another. That is why it is important that you know

and feel yourself what things are all about before you enter a

collaboration. It should be clear to you which interests coin-

cide and where and what contribution you will be able to make

to it. For this you have to know your own strengths. Then your

contacts and your skills will advance with every step.

Sometimes difficulties will appear and your networking part-

ners will try to draw you into something that is not really your

thing. Then you need the ability to recognize the lines of con-

flict quickly and to find a solution that is satisfactory for as

many participants as possible. To do so you must also make

yourself aware of your skills. You have to know what you want

and what you are able to do. Then it will be easy to define what

you still lack in order to achieve your goal. In this manner you

will acquire a sort of “mental shopping list” that will help you

to take the first steps.

Everything starts with communication. This is much more

than just talking. It is the basis of understanding, clarification,

adaptation and development. In our society many people find

it difficult to really pay attention to others. But only good com-

munication can lead a network to success. When do custom-

ers speak positively about your company? When they get more

than they expect. The magic formula of recommendation mar-

keting and customer satisfaction is “expectation.” Frequently

you do not have to do much research in order to find out what

the customers want and how you can exceed these expecta-

tions. Because quite seriously: As a rule your customers ex-

pect no more than you also expect from other people! These

are the “basic skills” – punctuality, friendliness, honesty and,

of course, flawless performance or a product “that works.”

These basic skills are the “duty” of recommendation market-

ing and without them it will hardly be possible to achieve good

mouth-to-mouth propaganda.

A “better life” does not necessarily mean a bank account worth

millions, a bigger house or a faster car. Network marketing

offers every person the opportunity to define the balance be-

tween prosperity and freedom for themselves personally. This

is probably the real reason why today more and more people

all over the world are living in line with the motto: Networking

is everything!

GOOD REPUTATION IS EVERYTHINGNEWS AND RUMOURS – BOTH POSITIVE AND NEGATIVE – SPREAD LIKE WILDFIRE THROUGH THE SOCIAL NETWORKS

26 OBTAINER WORLDWIDE 12/2010

MARKETING OF THE FUTURE

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OBTAINER WORLDWIDE 2712/2010 OBTAINER WORLDWIDE 27

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28 OBTAINER WORLDWIDE

By his own life alone Bhanu Bhakta Dhamala is already proof of how much the world has come together in recent decades. He was born in India, grew up in Nepal, works today full-time in the United Arab Emirates and we're reporting about his career in MLM from Germany.

28 OBTAINER WORLDWIDE 12/2010

One World, One Mushroom

“Everybody can transform their lives”

SUCCESS STORY

After working in his pro-

fession for 10 years it

became clear to Bhanu

Bhakta that he wouldn't

be able to realize any of his dreams if he

continued doing what he had been do-

ing. If he continued working exclusively

as an employee of a petroleum compa-

ny, his dreams would remain mere aspi-

rations without ever getting the chance

to become reality. The father of three

simply didn't earn enough money. “I

was always broke and counting the days

to my next monthly salary. Hence the

extra income was my motivation to join

MLM,” he told us. Today he conducts his

business after work during his free time.

In December 2002 Bhanu Bhakta

came into contact with network market-

ing for the first time. His first contact

was with the Malaysian company DXN,

which has meanwhile expanded into a

global operation and is represented in

150 countries. “DXN distributes world-

class organic, healthy day-to-day prod-

ucts at affordable prices,” he explained

to us. “There's a generous marketing

plan and people with a professional at-

titude associated with the company.”

Nevertheless, Bhanu Bhakta left DXN

again initially. Other networkers had

made him believe that he could achieve

a higher income with their company.

However, he quickly realized that this

was not the case: “Finally when I experi-

enced they were not favoring me, instead

they were favoring themselves, I started

to concentrate only in DXN again by

quitting the team and that company as

well.” In addition, the efficacy and the

great potential of the products drew

him back to DXN. “And the fact that

the ganoderma mushroom was able to

help me get rid of my allergic sinusitis,

my acidity and my fatty liver also made

me return to DXN,” says Bhanu Bhakta

with a smile.

On top of this his business offers him

a platform to extend his knowledge of

the products and to share it with other

people who are interested in a healthy,

comprehensively supported lifestyle

. The core of DXN's product range is

ganoderma, an Asian mushroom that

has been used in Asian medicine for

thousands of years. It can be used as an

extract or as a powder and supports the

healing of many health problems. So it's

no surprise that in addition to the clas-

sical capsules containing the healing

extract it's possible to find almost every

conceivable opportunity to make use the

healing power of the mushroom in DXN

products from Ganoderma Coffee, via

Ganoderma Vinaigrette to Ganoderma

Toothpaste.

Bhanu Bhakta doesn't just leave

things at exchanging information about

DXN's versatile products: He considers

DXN's system to be just as recommend-

able as it is promising. Anyhow he takes

an extremely favorable view of network

marketing. “Networking helps people

to own their own business with a very

small amount of money and to have a

huge income to transform their lives to-

wards prosperity after a period of time,”

is his verdict, “and DXN enables people

to change their lives.”

Bhanu Bhakta tells of partners who

have never been to school but, never-

theless, have achieved a certain level in

DXN's system and enjoy a handsome

income (more than their salary) every

month along with 2 % international

profit sharing. Some of them have even

become fulltimers to build up their busi-

nesses. “All in all the DXN's success sys-

tem represents a wonderful opportunity

for 'lay people' who'd like to transform

their lives because DXN's marketing

plan is easy to follow,” summarizes

Bhanu Bhakta and adds with regard to

the whole industry: “This system is de-

signed so as to provide maximum ben-

efit to the end consumers and it helps

unemployed people or even housewives

to generate their own income and also to

expand it on a large scale.”

Asked what distinguishes his work

as a sponsor, Bhanu Bhakta answers:

“I stay with people until they can work

independently by guiding them, help-

ing them, motivating them and provid-

ing informative materials and updates

that are supportive for both online and

offline business. However, their own

initiative also plays a decisive role in be-

ing successful in this business.” Bhanu

Bhakta does everything in his power to

support his business partners' own ini-

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OBTAINER WORLDWIDE 2912/2010 OBTAINER WORLDWIDE 29

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30 OBTAINER WORLDWIDE

tiative. Although in addition to ware-

houses DXN also sets up its own offic-

es large enough for big gatherings, he

regularly conducts meetings in various

hotels. “Here it's not just to make it

easier for people to understand DXN's

whole concept, but it also helps to cre-

ate closeness to the leaders,” he says

explaining his approach. And Bhanu

Bhakta also holds seminars in hotels.

This is a method that he successfully

learned at his company: “DXN orga-

nizes seminars in hotels by inviting

various leaders from DXN and experts

from prestigious organizations like

Oxford and Harvard. I also duplicate

this to channel the knowledge acquired

from them to the lower levels because

it helps people to be more professional

at an economic cost.”

In addition to seminars and meet-

SUCCESS STORY

ings Bhanu Bhakta has recently start-

ed his own homepage (www.dxn2us.

com), which contains all the relevant

information including forthcoming

training sessions. “On the basis of the

knowledge I've gained from various

leaders and professionals during my

8-year journey with DXN, I've cre-

ated my own materials, which help

people to understand very easily. I

update and distribute them within my

organization from time to time on pa-

per, audio and video CDs and MP3s,”

he told OBTAINER. Occasionally he

holds telephone conferences for those

partners who live far away in order to

provide them with information about

the products, the system and also the

company. “This helps them to clear

their doubts and go forward,” he says.

And on top of that Bhanu Bhakta uses

social media such as Facebook, Twitter

or YouTube to reach and inform people

he doesn't know personally yet. “This

business is a helping business,” he

says, “and this is my inner motivation.

Everybody can transform their lives.”

Through DXN Bhanu Bhakta has

transformed his life on a lasting ba-

sis. Since he has been running his

own business, he has acquired more

and more freedom. And he has got to

know foreign countries. With DXN he's

traveled through half of Asia and the

Arabian region and now he's dream-

ing of Africa, the USA and Britain.

“I'd like to deliver a message through

OBTAINER to the people associated

with MLM: Keep going until you real-

ize your dreams. But you have to be pa-

tient,” he advises our readers, “because

it takes time to succeed.”

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OBTAINER WORLDWIDE 31

“Keep going until you realize your dreams. But you have to be patient,

because it takes time to succeed.“

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32 OBTAINER WORLDWIDE

INCENTIVE TRIP

DXN Middle East Travel Seminar Incentive Trip 2010 To NEPAL32 OBTAINER WORLDWIDE 12/2010

Page 33: Dxn obtainer Magazine

OBTAINER WORLDWIDE 33

DXN Middle East Travel Seminar Incentive Trip 2010 To NEPAL

A complimentary trip of 5 nights & 6 days to Nepal organized by DXN Middle

East was an unforgettable experience for the DXN

Achievers across the Gulf.

12/2010 OBTAINER WORLDWIDE 33

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34 OBTAINER WORLDWIDE34 OBTAINER WORLDWIDE 12/2010

INCENTIVE TRIP

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OBTAINER WORLDWIDE 35

120 DXN Achievers hailing from different GCC

Countries were part of this wonderful excursion which was

conducted from October 22nd 2010 to October 27th 2010.

Groups from different cities in the Middle East had arrived

at Nepal Capital Kathmandu on 22nd October 2010 and en-

joyed an exceptional welcome greeting at the Airport prear-

ranged by DXN Nepal Members & the Tour Agent. Group had

been taken directly for a lunch at one of the most premium

traditional restaurants in Kathmandu where they had enjoyed

a veritable feast of delicious dishes along with live cultural

programmes performed by local artists. Group had checked

into the luxurious Soaltee Crown Plaza 5 Star Hotel and at the

night, a Welcome Gala Dinner had been arranged alongside

the Swimming Pool.

Next Day Morning Group had been taken for a Kathmandu

City tour through the winding roads of the old city and visited

the legendary Durbar Square, which is filled with many Hindu

temples and smaller shrines. The oldest temple building there

dates back about 1,000 years, and the most recent around 200

years. Then the group had visited 'Swoyambhunath Stupa'

which is renowned as the Oldest Statue of Buddha. After the

lunch, Group had visited the ancient city of Bhakthapur and

the members were overwhelmed with amusement by witness-

ing the beauty of traditional Nepal Architecture.

Next Destination was Pokhara; a city surrounded by the

Himalaya Mountains. On the way to Pokhara, group members

had experienced a treasured Cable Car ride to Mankamana

Temple situated at an altitude of 258 meters above the sea

level. Lunch also was really unforgettable as it had been ar-

ranged in a restaurant amidst the thick forest by the side

of a Himalayan river. It was in the night that the group had

checked into Fulbari Resort, Pokhara which is well-known

for its garden surrounds with an eye-catching backdrop of

Himalaya Mountains.

12/2010 OBTAINER WORLDWIDE 35

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36 OBTAINER WORLDWIDE

Next Day Morning, Mr. Osler Sto Thomas a very power-

ful motivator from DXN Philippines who had joined the trip

as a special guest, delivered an exceptionally set Motivation

Speech to the Members in the Fulbari Resort Conference

Hall. Then the group had proceeded for the Boat ride through

the picturesque Fewa Lake of Pokhara. After the Boat ride, a

bunch of adventurous people from the group had gone for Para

Gliding and the rest have enjoyed their time in the Mountain

Museum. With a good cause to improve the facilities of the

Mountain Museum, group members have collectively contrib-

uted the amount to buy a LCD Television for the Museum and

handed it over to the Museum Authorities.

Last day in Pokhara, group members had gone to view the

Magical Panoramic Sun rise at Himalaya Mountains and most

of them were spellbound as that was the most beautiful natural

scenery that they had ever witnessed. Group had reached back

at Kathmandu by evening, checked back in to Soaltee Crown

Plaza and directly proceeded to the magnificent Conference

Hall of Crown Plaza for the Conclusion Meeting Organized

by DXN Nepal. Around 70 members from DXN Nepal have

joined the conference along with the Middle East Achievers.

During the conference, Middle East Achievers were really

excited when they were explaining about the trip and each

of them had expressed their immense gratitude towards

DXN Nepal Members for the warm hospitality that they had

shown. At the end of the conference, each group member is

awarded with a certificate and 2 beautiful Souvenir Gifts pre-

sented by DXN and by the Tour Agent. Conference followed

by a scrumptious Buffet dinner.

Final day of the trip was lively and eventful as the group

members had gone for the Mountain Flight to see the tallest

mountains in the world. One hour Mountain flight had gifted

them with a breathtaking close view of the spectacular peaks

including the highest peak in the world Mount Everest . With

the mountain flight, tour programme had come to the wind-

ing up stage.

Even though the whole trip was filled with absolute fun

and bliss, the farewell was really painful. With Tear filled eyes

and shivering hands, group members had hugged each other

before they depart to their respective countries; to the daily

grind of life.

36 OBTAINER WORLDWIDE 12/2010

INCENTIVE TRIP

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OBTAINER WORLDWIDE 3712/2010 OBTAINER WORLDWIDE 37

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38 OBTAINER WORLDWIDE

Morinda citrifolia —From Polynesian healers to health food supplements

Indian Mulberry, Mengkudu (Malay), Nonu/Nono (Pacific Islands), Noni (Tahitian)

MORINDA CITRIFOLIA

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OBTAINER WORLDWIDE 39

Morinda citrifolia (noni) is one of the most im-

portant traditional Polynesian plants. Rem-

edies from isolated Polynesian cultures, such

as that of Rotuma, illustrate traditional indi-

cations that focus upon leaves, roots, bark, and green fruit,

primarily for topical ailments. Anecdotally collected Hawaiian

remedies that employ noni fruit illustrate changing usage pat-

terns with shifts in recent times to preparation of juice made

of ripe or decaying fruit.

The knowledge on the chemical composition of Noni fruit

has considerably increased over recent years. A number of in

vitro and, to a certain extent, in vivo studies demonstrate a

range of potentially beneficial effects. The plant indigenous to

India, Malaysia, and Southeast Asia, is a Noni of evergreen

ranging in size from a small bush to a tree 20 or 30 feet high.

Approximately the size of a potato the Noni fruit has a lumpy

appearance and a waxy, semi-translucent skin that ranges in

color as it ripens from green to yellow to almost white. Na-

tive Tahitians recognize it sight unseen because of the fruit’s

rancid smell when fully ripe. This smell decreases some as the

fruit is fermented and the juice is prepared. The taste is also

improved during this processing.

The Kahuna medicine men in French Polynesia and all others

who‘ve already tried the “gift of the gods” once don‘t need to

be convinced of the advantages of regular noni consumption.

They know them from experience! And in this case it doesn‘t

matter whether the beneficial effect of the South Sea fruit is

caused primarily by its high enzyme content, the high propor-

tion of the trace element manganese or the high concentration

of iridoids. In the whole of the Pacific Region since time im-

memorial innumerable myths and legends have been woven

around the bulb-shaped fruit of the “Indian mulberry tree” –

as Morinda citrofolia is also called – and the indigenous peo-

ple have known about its healing power for generations. But

our modern “medicine men” wanted, of course, to know more

about “why”... and in the course of their investigations they

first came across two enzymes they called proxeronine and

proxeronase. Proxeronine is a colloid that, unlike most col-

loids, contains neither sugars, amino acids, nor nucleic acids

and thereby has been overlooked by most biochemists. This

compound initiates the release of xeronine in the intestinal

tract after it comes in contact with a specific enzyme which

is also contained in the Noni juice. This particular chemical

combination is believed to significantly affect cellular func-

tion, which can determine a whole host of physiological re-

actions. The enzymatic reactions that occur with taking Noni

juice on an empty stomach is believed to set cellular repair

into motion.

MORINZHIFreshly squeezed Noni juice. Enriched with 100% pure and natural Roselle extract to enhance the nutritional benefits and taste.

2 tablespoons daily

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40 OBTAINER WORLDWIDE

MORINZYMEFermented Noni concentrate. Highly concentrated with fermented Noni to deliver the benefits of natural enzymes.

NONIZYMEReady-to-drink fermented Noni. Packed in aluminium can for easier and more convenient consumption. Formulated using DXN advanced fermentation process. Enjoy the juice right from the can! For better result, Noni beverage isadvised to be taken before meal.

2 tablespoons to a cup of water

This prompted the researchers to undertake further analyses

which granted them new, sensational insights year after year.

For this reason we know today better than ever what exactly

is in the noni and why DXN products achieve such outstand-

ing results. Thus “Morinzhi” contains inter alia manganese, a

trace element that according to scientists supports the main-

tenance of healthy bones, promotes a balanced energy me-

tabolism and protects cell tissue from oxidation damage. In

addition to that the extraordinary amount of secondary plant

metabolites, what are called iridoids, represents a quality fea-

ture of noni products. These plant metabolites, which belong

to the large group of terpenes or isoprenoids, are ascribed in-

ter alia a strong anti-microbial effect.

Noni fruit has excellent levels of carbohydrates and dietary

fiber and is a good source of protein. Noni pulp is low in total

fats. The main micronutrient features of noni pulp powder in-

clude exceptional vitamin C content and substantial amounts

MORINDA CITRIFOLIA

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OBTAINER WORLDWIDE 41

of niacin, iron and potassium. Vitamin A, calcium and sodium

are also present.

The DXN farm and factory located at Bukit Wang in Alor

Setar, Kedah, is far away from pollution. With excellent pro-

duction technology and stringent quality control system, DXN

have been awarded Good Manufacturing Practice (GMP) and

ISO 9001. The Noni fruit is home-grown at the DXN Noni

plantation in a pollution free environment, with appropriate

sunlight and in micro-nutrient rich soil without using pesti-

cides or other harmful intrusions.

The juice is pressed directly from freshly picked ripe fruits

to ensure that its nutrients and active ingredients are at op-

timum level to deliver health benefits. The Morinzhi is made

from pure concentrate, without additives, artificial flavour-

ing, colouring and preservatives and contains 100% pure and

natural Noni juice.

REFERENCES

Wee Yeow Chin, "A Guide to Medicinal Plants", Singapore Science Centre,

1992 (p. 106: description, chemical compounds, uses, photo).

Dr E Soepadmo (ed.), "The Encyclopedia of Malaysia: Plants", Editions

Didier Millet, 1998 (p. 16: seasonality).

Noni (Morinda Citrifolia) by Rita Elkins, M.H.

Noni: Nature's Amazing Healer by Neil Solomon, M.D., Ph.D.

nti-proliferative and antioxidative activities of Thai noni/Yor (Morinda citri-

folia Linn.) leaf extract, Southeast Asian J Trop Med Public Health. 2010

Mar;41(2):482-9.

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Moments to Remember

DXN TSIP TRIP TO PARIS

DXN TSIP TRIP TO GENEVA

Over the last two decades, DXN has grown to a worldwide successful multi-level-marketing-company, providing quality products that are combined with a unique business opportunity. This is what we are all about. We would like to thank all DXN marketers for their loyalty and refer-rals. We are extremely passionate about creating inspiring events for our successful members. Our events and incentives are the expression of our appreciation. Remember those moments and let them last forever.

DXN MIDDLE E

AST - TSIP

TRIP TO EGYP

T

42 OBTAINER WORLDWIDE

Page 43: Dxn obtainer Magazine

DXN TSIP - Costa Serena Cruise

HIS EXCELLENCY HONORABLE TAN SRI DATO’ MUHYIDDIN HAJI MOHD YASSIN, PRESENT DEPUTY PRIME MINISTER, THE GOVERNMENT OF MALAYSIA IN DXN DUBAI OFFICE

DATO‘ DZULKIFLI, SNR. TRADE

COMMISSIONER - MATRADE IN DUBAI

RECEIVES EXECUTIVE STARTER KIT

AUSTRALIAN AND PHILIPPINES

TEAM VISIT TO DXN UAE

OBTAINER WORLDWIDE 43

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Moments to RememberMoments to Remember

DXN LEADERS WITH DATO‘ DR.

LIM IN LONDON DURING TSIP

PROGRAMME IN CHAMBER OF COMMERCE - DUBAI

44 OBTAINER WORLDWIDE

Page 45: Dxn obtainer Magazine

TRAINING PROGRAMME BY PROF. RAJIV LAL,

PROFESSOR - HARVARD UNIVERSITY

TRAINING PRO

GRAMME BY DR

. JEFFREY L.

SAMPLER

(OXFORD UNIV

ERSITY) IN D

UBAI - UAE

DXN MIDDLE EAST TSIP TRIP TO CHINA

TRAINING PROGRAMME BY PROF. LALIT

JOHRI - OXFORD UNIVERSITY

Page 46: Dxn obtainer Magazine

Moments to Remember

RECOGNITION NIGHT CEREMONY IN JEDDAH - KSA

RECOGNITION CEREMONY IN SAUDI ARABIA

PROGRAMME IN DUBAI CHAMBER OF COMMERCE

TRAINING PROGRAMME IN OMAN

46 OBTAINER WORLDWIDE

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INTERNATIONAL LEADERSHIP TRAINING CAMP IN

GRAND MERCURE HOTEL - AL AIN - UAE

RECOGNITION CEREMONY IN UAE

RECOGNITION CEREMONY IN QATAR...foreverOBTAINER WORLDWIDE 47

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