Financial Daily from THE HINDU group of publications
Tuesday, Feb 10, 2004
Financial Daily from THE HINDU group of publications Tuesday, Feb 10, 2004 |
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Marketing
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Strategy Ozone Ayurvedics to stretch Nomarks to other products Ratna Bhushan
New Delhi , Feb. 9 HERE'S more low-cost competition for established FMCG players such as Hindustan Lever and Godrej Consumer Products. The Delhi-based Ozone Ayurvedics, better known for its `Nomarks' skin cream, is extending the profile of its flagship brand to a series of product categories this year, even as its other products have been put on the backburner. Mr S.C. Sehgal, Managing Director, Ozone Ayurvedics, told Business Line that wet and dry face packs, soap-less face washes, scrubs and body lotions would be introduced over the next couple of months. These products would be mass-priced and would sport the Nomarks brand name. Nomarks, now almost a Rs 35-crore brand according to Mr Sehgal, is currently available as mark-removing cream, elbow cream and scrub soap. It was in reaction to Nomarks that HLL had extended its Fair & Lovely fairness cream to an anti-marks variant. According to industry estimates, anti-marks skin-care products together now account for Rs 100 crore. Ozone Ayurvedics has two production units in the country. While its plant in Baddi in Himachal Pradesh is dedicated to exports, the Guwahati facility takes care of domestic production. The company has invested close to Rs 20 crore in its Guwhati plant, Mr Sehgal said. Exports account for Rs 4 crore, with the company currently exporting to about 20 countries. In addition to Nomarks, the other brands in Ozone Ayurvedics' portfolio include pain-relief cream Kwik and eye-care product Itis. The company has put several of its other products such as Wanish herbal skin lotion, Skinfirm cream, Wanto anti-stress capsules and Semop shampoo on the backburner, on account of lukewarm offtake. Ozone Ayurvedics would consider going public once it achieves the Rs 100-crore sales mark, Mr Sehgal said. However, this could be a couple of years away, he indicated.
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