The Hindu Business Line : VLCC plans to open 12 exclusive outlets

VANDANA Luthra Curves and Curls (VLCC), a New Delhi-based Rs 100-crore fitness and beauty corporate having a chain of fitness centres, has drawn up plans to reach out its personal care products with a thrust on southern markets, and plans to establish 12 exclusive retail outlets across the country during the year.

The Head of VLCC Personal Care, Mr Sandeep Ahuja, said that the company, which has recently launched its personal care products developed in-house, expects to garner a turnover of Rs 10 crore this year.

In order to educate the health conscious and fitness buffs, the company has drawn up plans for a media and outdoor advertising blitz which will see an investment of about Rs 2.5 crore over the next six to eight months.

Addressing a press conference here today to announce the launch of its personal care products, Mr Ahuja said the Southern region provides opportunity for reaching out healthcare products. For the discerning, herbal and ayurvedic personal care products are sought after.

The company, which has manufacturing units at Gurgaon and Dehradun, has developed `Shape Up' that takes care of cellulite that affects women. Cellulite is something people find it very difficult to handle and is often confused with the natural body fat.

While fat can be cut down by exercise, it is difficult to cut down on cellulite.

Based on research, the company has developed Shape Up, which has proved to have effective impact on people having cellulite, Mr Ahuja said.

In personal care, which has been mostly self-governed, the industry is growing at 16 to 18 per cent annually. Mr Ahuja said there was lack of expertise and good manufacturing practices when it comes to herbal cosmetic products.