'Kayam Churna' firm Sheth Brothers readies third generation with overseas foray

The Ayurvedic products' company is setting up its first international office at Dubai

The third generation of Sheth Brothers is being readied to take over the reins in near future through the Bhavnagar-based Ayurvedic product company's international foray. Sheth Brothers, known for its Ayurvedic medicine for constipation 'Kayam Churna', is setting up its first international office at Dubai, which will be handled by the third generation of the company.

Founded in 1972 by Kishan Sheth, Rasik Sheth, Ashok Sheth and Kirit Sheth, the Ayurvedic products' company is currently being run by the second generation comprising seven brothers including Deven Sheth, Kamlesh Sheth, Pragnesh Sheth, Gaurav Sheth, Alok Sheth, Tejas Sheth and Mohit Sheth.

However, in next 3-4 months, the third generation siblings of Vedant and Falak Sheth are set to head towards Middle East to handle the company's Dubai operations. According to Deven Sheth, managing director of Sheth Brothers, the first such overseas office in Dubai will help the company's foray into Europe and other western world markets even as it poses the right opportunity to groom the next generation.

"We are well established in India and now looking totap international market. We have decided to open our first overseas office at Dubai as it is a much easier way to enter Europe and other western world markets. New generation of our family will look after it. This is the first time we are giving full power and command to them," said Deven Sheth, managing director of Sheth Brothers.

Currently, the company has a very negligible overseas business and expects to see its export business grow in the coming years. Deven had joined the company thirty years ago as a trainee under the leadership of his uncle Ashok Sheth, now chairman of the company. Similarly, his son Vedant and nephew Falak Sheth entered the company three years ago.

However, while so far both have no decisive powers, Vedant and Falakwill see more such powers being bestowed upon them for running the Dubai office. "As they are young, they would have their own new ideas to execute. Nevertheless, they have been briefed to follow traditional methodof the family business. This can be considered as a test period, after which they could get more freedom to implement their ideas for developing thebusiness," Deven Sheth said.

The company is also upbeat over the success of its first attempt at in-film branding. Sales of'Kayam Churna' have apparently shot up by 25% after the Ayurvedic product was featured in the Amitabh Bachchan and Deepika Padukone starrer'Piku'. The company, however, has no future plans for similar in-film branding.

Sheth Brothers is expecting to peg a turnover of Rs 200 crore in next two years from current Rs 100 crore, of which nearly 12% comes from exports. Sheth Brothers is eyeing majorly at Gulf Countries and parts of Europe for exports growth though the domestic sales will continue to hold higher share for a while.

The company has in last four years, invested about Rs 10crore for capacity expansion. However, according to Deven Sheth, the companyhas now no plans to invest in near future. "Once we see certain growth in our export business, we will beginto pump in more money in the company," Deven Sheth said.