The Hindu Business Line : Ayurveda, the new focus area for FMCGs

Analysts attribute the rising interest in ayurveda to the fact that consumers are now more health conscious and prefer medicines with no-side effects.

New Delhi , July 12

Domestic FMCG companies are now looking at ayurveda to drive growth for their products. Major FMCG firms including Dabur and Emami are stepping up focus on their ayurveda portfolio.

In addition to launching newer products and extending their existing brands to other categories, the companies are also setting up their own health camps and ayurveda centres for consultation.

Take Dabur India for instance. It has charted out a strategy for its consumer healthcare division (CHD) business wherein it is looking to double the base of its ayurvedic cough and cold brand Honitus, apart from rolling out new products. The company is reviewing its focus on its CHD business based on the 37.8 per cent growth that the division recorded in the previous fiscal.

Further, Dabur has also identified focus areas for its CHD business in Maharashtra, Gujarat, Karnataka and Kerala.

"We would be soon launching `State-specific' marketing initiatives,'' said Mr Nitin Ghadiyar, Executive Director, Dabur India.

Unexplored potential

Similarly, Kolkata-based FMCG company Emami too is increasing thrust on ayurvedic products. "There is still unexplored potential in this category. We are aiming to make our healthcare and ayurveda divisions a Rs 300-crore turnover business in the next three years," said Mr Manish Goenka, Director, Emami.

Analysts attribute the rising interest in ayurveda to the fact that consumers are now more health conscious and prefer medicines with no-side effects.

Further, ayurveda allows the company the flexibility to expand into the services sector and explore synergies with their product portfolio.

Retail major, Pantaloon Retail too is looking to expand into the health sector with large outlets comprising pharmacies, beauty salons and fitness centres, according to Mr Sanjeev Agrawal, President-Marketing, Pantaloon Retail.

It is considering to open a range of pharmacy stores, which will sell ayurvedic medicines under the brand Tulsi and sell prescription drugs and homeopathy medicines. At present, Tulsi operates out of Big Bazaar in Mumbai. Pantaloon is also looking at having in-house doctors in Tulsi.

Pantaloon-owned Health Village meanwhile will sell fitness related equipment and products.

There will also be provision for gyms, yoga and spas. Pantaloon's Tumeric brand will sell beauty products such as cosmetics, skin care, fragrances and aromatherapy.

Health camps

On the same lines, FMCG companies Dabur and Emami are looking to enter the `services' sector with their range of health camps, spas and gyms.

Dabur would be expanding its `Dabur Ayurvedic Centres' where doctors provide free consultation to patients.

Emami is test marketing its ayurveda spas and clinics in Kolkata.

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