Amar Remedies launches ayurvedic oral care products

Amar Remedies Ltd has launched its ayurvedic and vegetarian oral care products under the brand name "Amar Toothpaste" for the Punjab market at the Hotel Majestic Park Plaza in Ludhiana.

In addition to its oral care products, Amar Remedies also launched Amar Balm for cold, headache and body ache and Get up for muscle and joint pains.

Managing Director Sagar Shah said: "Our toothpaste is available in three different flavours. Amar Strong, which is the only toothpaste available in cinnamon flavour, contains 14 herbs including aritha, babul, bheda, thomar, vajradanti etc. Our second product, Amar Regular, is available in aniseed flavor and has more than 8 herbs in it. The third variant Amar White contains three vital herbs- karanj, neem and babul.''

``The value proposition that we offer the consumers is very strong. Right now we will target only the audiences with low economic power and that is why even our products are not highly priced.''

In Rs 2700 crores toothpaste market of India, the ayurvedic and herbal toothpaste market constitutes 12 percent.

``Presently, Amar remedies hold 2 percent of the market share and in the next two years, we plan to increase our market share by atleast 4 percent. Interestingly, while the overall toothpaste market is growing at 6 percent rate annually, the ayurvedic and herbal toothpaste market is increasing by close to 10 percent annually.''

``Presently, our total annual turnover is Rs 106 crore. Out of this Rs 106 crore, around Rs 60 crores is our exports. Right now we are exporting to countries like Nigeria, Ghana, Sudan, Tanzania, Dubai and Panama. Our company's annual growth is around 20 to 25 percent and in the coming three years, we plan to further increase it to 35 to 40 percent.