The Hindu Business Line : Modicare to unveil `Well'ness products

DIRECT marketing group Modicare is adding the nutrition and wellness category to its range of products. It is also planning to offer services such as insurance and education.

Speaking to Business Line here, Mr Chris Bolsover, Chief Operating Officer, Modicare Ltd, said the company would market Well, a range of wellness products that to begin with comprises Modicare Well High Protein Body Nourisher and Modicare Well AM-PM Energising & Stress Relieving Dietary Supplement. The former, a blend of soya and milk proteins, is claimed to have the highest score for a quality protein source as established by the World Health Organisation (WHO). It costs Rs 690 for 200 g.

The AM-PM, described as a combination of modern science and Ayurveda, is claimed to improve nutrition and manage stress. It is priced at Rs 1,440 for a pack of 60 capsules.

The company anticipates the nutrition and wellness category will take at least 15 per cent of the product pie. This category is also expected to bring in more distributors into the Modicare network.

The company aims to launch a total of eight products in the Well range by end-2004. The rest would be "more targeted" products, aimed at specific areas such as bones and joints, Mr Bolsover said. He added that the company would also look at weight management products later.

The Well range is outsourced from reputed Indian companies which work with Modicare on the formulae. The company is identifying doctors, nutritionists, dieticians and experts from the WHO and Unicef to acquaint them with the products in a brand-building exercise.

Mr Bolsover said Modicare is talking to five major insurance companies in the country to offer "unique products." It is also negotiating with a university for distance learning programmes, especially in English. Recently, it set up the Modicare School of Entrepreneurship and took on two training experts, Mr David Hooker and Mr Colin Hoo, to train Modicare consultants and to prepare educational material that can be distributed through Modicare.

Modicare is reviewing its products and has revamped the home and laundry care ranges. Personal care is its best performing category, Mr Bolsover said. The company, which ended fiscal 2003-04 with sales of Rs 250 crore, is eyeing a turnover above Rs 350 crore the next year. It is also looking at exports to the SAARC region in the next 3-5 years.

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