Hindustan Lever Limited (HLL), the leading Fast Moving Goods Company (FMCG), today entered the Rs 2,000 crore ayurvedic healthcare market by launching their Lever Ayush ayurvedic health and beauty care products.
Dalip Sehgal, executive director (new ventures and marketing services), said, "Our aim is to create a Rs 300 crore brand over the next three years". At present, Lever Ayush range includes five products- Cough Naashak, Headache Naashak Roll on, Hair Poshak oil, Dandruff Naashak Shampoo and Body Rakshak Soap. All are non-prescriptive over-the-counter (OTC) products.
HLL's entry into ayurvedic healthcare market is part of it's ongoing strategy to diversify into emerging consumer goods categories. The company has already forayed into confectioneries under the Max brand name.
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The Coimbatore-based ayurvedic centre, Arya Vaidya Pharmacy (AVP), was involved in the development of these products for which it has received payments on the basis of expertise rendered. However, HLL will not pay any royalty on sales to AVP. The company would also set up centres for ayurvedic care services, called Lever Ayush Therapy Centre.
On expansion plans, Sehgal said: "Starting with Tamil Nadu, we will expand across the country in phases". HLL would also expand its existing product portfolio in herbal healthcare market, and introduce products in personal care products and digestics by the end of this fiscal, he added.