The Hindu Business Line : VLCC hopes to grow personal care biz to Rs 220 cr

AT PRESENT...
The personal care segment is growing at 18 per cent.
There are more than 100 products in the kitty.
Plans to put these products at 1.5 lakh outlets.
Company exploring export markets too.

Chennai , June 14

, VLCC is expanding its personal care business to touch Rs 220 crore in the next three years. Its second plant, in Haridwar, is slated to go on stream in November, and will cater to this growth, said Mr Sandeep Ahuja, CEO (Personal Care), VLCC.

Speaking to Business Line, Mr Ahuja said the Hardwar unit had a capacity of 24 million stock-keeping units (SKUs). The company's Dehradun plant's capacity is 8 million SKUs.

The personal care business, comprising more than 100 products, contributed Rs 30 crore of VLCC's Rs 160-crore turnover in the previous year. The personal care market is growing consistently at 16-18 per cent. Within that segment, the ayurvedic, natural and herbal products market, where VLCC is present, is growing at 25-28 per cent, he said.

VLCC's anti-cellulite brand, Shape Up, is coming in for greater focus. The brand will be extended to two more products that will address two other problems, he said. There are an oil and gel under this brand now. Mr Ahuja said the company wants to double the production of this brand, whose current turnover is Rs 6 crore. Though the anti-cellulite market is not big now, the brand is seen as one that will contribute significantly to the topline, he added.

The premium `I by Vandana Luthra' range is also being expanded.

It now has an anti-ageing line; the new introduction will be a de-pigmentation line. This range is sold only in VLCC salons and in some upmarket outlets.

The company is exploring export markets for this brand as well.

VLCC aims to put its personal care products in 1.5 lakh outlets in the next couple of years. Now they are available in 20,000 stores.

In a `positive foods' initiative, VLCC is setting up cafés/carts branded `Alive' to serve healthy but tasty food at malls as well as offices.

The first of these will come up in Gurgaon at the end of July, Mr Ahuja said. Any spare capacity in the Hardwar unit might be used to make private-label products for retail chains or clients overseas, he added.

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VLCC hopes to grow personal care biz to Rs 220 cr