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R. Ravikumar

MR A.V. ANOOP

Chennai April 12 Cholayil Pvt Ltd, owner of Medimix, the largest selling ayurvedic soap brand, is being divided into two businesses.

The company also owns the Cuticura talcum powder brand, ayurvedic prescription medicines and the Sanjeevanam brand of vegetarian health restaurants, ayurveda, naturopathy and yoga centres.

The Rs 180-crore company was established by Dr V.P. Sidhan, who is Group Chairman.

Dr Sidhan's son, Mr V.S. Pradeep, will manage one of the two units and the Chairman's son-in-law, Mr A.V. Anoop, will handle the other.

Cholayil manufactures the products while Group company Dorcas Market Makers Pvt Ltd takes care of the marketing.

The company recently set up a greenfield facility in Uttaranchal for manufacturing Medimix soap and Cuticura talc.

Under the proposed arrangement, Medimix will continued to be owned by both parties.

The soap has traditionally been handmade, but it will now be machine-made at the Uttaranchal plant too.

Mr Pradeep, currently Managing Director, will be in charge of the new plant and its products and would be allowed to sell his products in all geographies except the South. Mr Anoop, who is a Director on the company's board, will look after the handmade soap production and its marketing in the South. He will also get to manage the Sanjeevanam brand.

MoU soon

According to Mr Anoop, an MoU is to be signed to this effect very soon.

"It may even be signed in a week. The proposal is only for management convenience and to facilitate easier approach to the ever-expanding market."

He added that it will give both necessary financial freedom to go ahead with their expansion and diversification plans.

For the proposed arrangement, Mr Anoop has set up a company called Cholayil Products and Services.

He told Business Line that he has plans to foray into film production and real estate.

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