 "Kayam Churna makers focus on their oldest brand 'Komla Gutika' weight loss pills")
Bhavnagar-based herbal lifestyle products maker Sheth Brothers, which had grabbed eyeballs with its in-film branding of Kayam Churna in Piku, is planning to focus on its oldest product Komla Gutika.
The weight-loss pill was relaunched last year and is now selling in Gujarat and Maharashtra. Komla Gutika was the first product of Sheth Brothers, launched when the company was founded in 1978.
The weight-loss pill was relaunched last year and is now selling in Gujarat and Maharashtra. Komla Gutika was the first product of Sheth Brothers, launched when the company was founded in 1978.
The company had stopped the production after its 'Kayam Churna' got popular and it faced trouble procuring raw material. Sheth Brothers said that, it is planning to sell Komla Gutika pan India within the next one or two years and aims to double the sales from current 50,000 bottles to over 100,000 bottles in a year's time.
"With increasing cases of obesity, we decided to relaunched our first product 'Komla Gutika' last year. Currently we are selling it in two states Gujarat and Maharashtra, response is encouraging and that's why we are now planning to expand sales in other parts of India," said Deven Sheth, managing director of Sheth Brothers.
The company had stopped production of Komla Gutika in few years just after launching as it had failed to generate demand. On the other side, Kayam Churna got popular and the company had focused more on other products. Moreover, there was issue to get raw materials from other parts of India.
Sheth said: "We had some troubles to get raw materials from other states. On the other hand, Kayam Churna had become most saleable product in mid '80s so that we had decided to stop production of Komla Gutika."
Currently, the company only promoting their all products including Komla Gutika and Kayam Churna through television and print media commercials and at present has no plans for brand promotion through hindi movie or any other regional language movies.
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Sheth said: "We continue our products promotion in television and newspaper commercials. For Komla Gutika, first we will expand to other states of India in next one or two years through our distribution network. As of now, we have no plans to appoint brand ambassador for it or for any other products."
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, 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 10 crore for capacity expansion.