The Hindu Business Line : Coimbatore Arya Vaidya Pharmacy in revamp mode

Salient features
Refurbishing exercise aims at gaining better acceptability among the youth.
Company plans to introduce Chyavana biscuits in other markets besides transforming some of its other products in similar form

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Coimbatore Jan. 31 Arya Vaidya Pharmacy (AVP), Coimbatore, has drawn up mega plans to refurbish its factory process end-to-end.

The process started some time back with the pharmacy making some of its traditional medicinal mixtures in tablet/capsule form. It then moved on to make its flagship product and health tonic — Chyavanaprash - as `Chyavana biscuits'.

Niche market

The response to Chyavana biscuits has driven the company to create a niche market in this space and retain its leadership position.

Mr Krishnadas R. Varier, DGM (Operations), told Business Line that the refurbishing exercise particularly in the healthcare segment was aimed at gaining better acceptability among the youth. "The Chyavana biscuits, test-marketed in Kerala have been a runaway success. We are now planning to introduce this in other markets besides transforming some of our other products in similar form."

Stating that the biscuits contain all the ingredients of Chyavanaprash and is probably the `only' health biscuit with high carbohydrate and protein content, he said, "We have just got down to commercialising this product."

The pharmacy plans to produce 100 tonnes of Chyavana biscuits every month. "We are not making optimal use of the plant capacity yet, but would reach that level soon. About 20-25 tonnes of the biscuit have been earmarked for exports."

The company also plans to introduce Ashvangandha and Brami in biscuit form for better acceptance. "AVP would launch this in Kerala market in February," Mr Varier added.

More demand

According to Mr K.J. Davies, General Manager (Marketing and Sales), the pharmacy was unable to meet thedemand for its products. "Though the market for ayurveda products is not as huge as allopathy medicines, the growth rate is faster than allopathy. AVP has registered a 25 per cent growth year-on-year," he said.

While the Coimbatore unit takes care of the Chyavana biscuit production, its factory at Kanjikode in Kerala has recently commenced trial production of herbal sauce and jam, besides pickle. This is apart from its traditional product mix.

The pharmacy does not intend to stop with value-added biscuits. It is in the process of developing a `health mix' with ayurvedic ingredients for infants. "We have rolled out one such health mix in powder form. We are developing a granulated one, which would be a health beverage."

"We are planning to tap the potential in the northern and eastern parts of the country," Mr Davies said, adding that the company is looking at an alliance for growth.

More Stories on : Restructuring | Alternative Medicines | Tamil Nadu

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