Herbicure ties up with Amrutanjan

According to S R Dasgupta, CEO of Herbicure, operation would start with effect from July 15 for the eastern zone which comprised West Bengal, Bihar, Jharkhand, Orissa and north-eastern states.

"The arrangement with Amrutanjan will help us to have footing in the south and central markets where it has good distribution network. However, the marketing would be done by Herbicure," Dasgupta said. Products would be shipped to south and central India after few months.

The development would augur well for Herbicure which, despite its good products, was stuck due to lack of distribution network. The company could not flourish in the south and west as it could not garner enough financial strength to put up its own distribution network.

P Easwaradas, the executive vice president of Amrutanjan, said its vast and extensive dealership net work would henceforth ensure visibility of Herbicure's products even in remote areas.

Herbicure, which has kicked off an extensive R&D project with premiere academic institution Jadavpur University recently, has products like Spirulina Pacifica, Asmakure and Panekure. It is coming up with two new products Livokure and Amekure which are ready for launch in the hepato-protective and anti-amoebic segments respectively soon.

In R&D, work has already started in association with the faculty of JU. Herbicure will fund the entire project. The effort will be spearheaded by Herbicure Bio-Herbal Research Foundation.

Herbicure was badly hit by truckers' strike last fiscal. However, it was expecting a turnaround this year on two accounts. The company is expecting to launch new products in phased manner throughout the year and the distribution network would open new markets for it.