The Hindu Business Line : Medimix poised for pan-India presence

The Cholayil group, manufacturers of Medimix and Cuticura talcum powder, is working out a new business strategy to increase the market share of its brands.

The company plans to enter into newer product categories in the skin-care domain by using the brand extension option for both Medimix and Cuticura.

Mr MC Anand Kumar, Senior Vice-President - Sales and Marketing, Dorcas Market Makers, a Cholayil company that markets Medimix, said: "We are working out on expanding our product offering beyond soaps. We would look to introduce new products in the skin care category in the ayurvedic domain by the next fiscal."

Recently, the company re-launched Medimix in a new packaging after 36 years. The objective, Mr Kumar said, was to make the soap brand contemporary so as to appeal to the younger generation and other consumers, and also to be able to leverage on the brand to include variants and extensions.

The company has also launched a glycerine variant of the Medimix soap, for `dry skin', in the northern and eastern markets.

Cholayil is also planning a pan-India launch of its products. "We have stepped up distribution of our products in the markets where we have a relatively smaller presence, mostly the north and east, " Mr Kumar said. While Medimix would be made available across the country by July, Cuticura would be rolled out nationally in the next three months.

Presently, Cuticura is available largely in the southern region and in select retail stores in Mumbai, Delhi and Kolkata.

The company has also charted out its marketing strategy to increase its presence. "The company would spend 18 per cent of its turnover on advertising and launch campaigns across the country," Mr Kumar said.

Cholayil's turnover last year was Rs 160 crore, of which Medimix contributed to Rs 140 crore. The company is, however, aiming to make Medimix a Rs 240-crore brand in the next two years.

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