Kolkata-based FMCG company, RSH Global — owners of brands such as ‘Joy’, ‘X-Men’ and ‘Karis’ — plans to expand its personal care range in the mid- premium segment, focussing on cosmoceuticals, that is, products combining cometics and pharmaceuticals.

The offerings are expected to hit the market from March. The company has also finalised capex plans of ₹100 crore.

Cosmoceuticals include cosmetic products with bioactive ingredients.

According to Sunil Agarwal, Chairman, RSH Global (formerly Ratnasagar Herbals), the company has been concentrating on mass offerings such as body lotions and moisturisers through the ‘Joy’ brand.

Now, RSH Global will target the mid-premium segment with anti-ageing solutions, value-added offerings, wrinkle-free creams, mineral-based sunscreen and so on. Players like Garnier, Himalaya, Ponds dominate the segment. .

While the new offerings will also leverage the ‘Joy’ brand, work is on to set-up a sub-brand ‘Joy Advanced Skincare’ for cosmoceuticals. Such specialised offerings are in general 1.5 times more premium than mass products.

As per Nielsen data, Joy has a 46 per cent volume share in the moist cream category (for women) and another 15 per cent in the winter-care and body lotion segment.

“We have been into the basic moisturising and nourishment segment as of now. But now we will expand with specialised offerings in the cosmoceutical category. Offerings will be extended as per customer needs by leveraging the Joy brand,” he told BusinessLine .

Immediate focus, however, is not on the X-Men brand whose product range include male grooming products like deodorants.

RSH Global’s advanced personal care offerings are expected to account for 20 per cent, or ₹200 crore, of the ₹1,000- crore turnover that it is targeting by FY-22. The company is eyeing a turnover of ₹500 crore in FY-19.

New unit in Himachal

According to Agarwal, the company has finalised an investment of ₹100 crore towards setting up a new unit at Baddi in Himachal Pradesh, which will be operational over the next three years. This will be the company’s third unit there. This apart, it has a unit at Kolkata too.

“We currently use 50 per cent of our existing capacities. The proposed greenfield unit will more than double our capacity,” he said.

Apart from national expansion, plans are also afoot to grow in 14-odd new overseas geographies over the next three years. While Joy and X-Men are sold in SAARC markets, Karis is the company’s go to brand in non-SAARC markets like Africa and West Asia.

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