Ozone Ayurvedics to roll out premium brand by December

Ozone Ayurvedics is looking at a national rollo ut of its premium brand 'Ozone' by early December.

The company is also planning newer product variants for its second brand "" Nomarks.

"We were test marketing Ozone for the last one month in four metropolitan cities "" Kolkata, Delhi, Mumbai and Hyderabad. Now that we are registering repeat purchase, we are confident of its national roll out," Sandeep Ghosh, president, Ozone Ayurvedics, told Business Standard.

Ozone registered sales of Rs 10 lakh in one month of which repeat purchase contributed 10 per cent. Ozone has a bath range comprising bath gel, creams, and hair care products. Ozone also has 3 variants in soaps.

"All the products and variants that we are planning would be herbal. We are also trying to strike a chord with consumers, by playing up the information that herbal and natural formula for health and healing should be preferred over others as it leaves little scope for side effects," said Ghosh.

Ozone is distributed through 80 retail outlets at present. By December 15, the retail distribution would be through 250 outlets, Ghosh added.

The company is also planning product diversification for its brand Nomarks. By January 2007, the company would launch new variants in Nomarks face wash, scrub soaps, moisturising and sunscreen creams.

"We would try to cash in on the emotional connect of touch and feel for the new products," said Ghosh. For example, the new Nomarks face wash would have live herbs like Neem, Tulsi and Lodhra floating about in the face wash.

Also, there would be Vitamin A, C and E mini colour capsules floating about. "The herbs and Vitamin capsules dissolve in your palm when poured, leaving a cool feeling after applying it on the face," explained Ghosh.

According to the company, product differentiation based on specific needs would push sales.

Nomarks would therefore have a moisturising cream which could be further differentiated on the basis of oily, dry or normal skin.

Similarly, in Nomarks soaps, the new scrub soap variant would be designed to ensure a smooth and even skin, take care of rough patches, etc.

"The products would be rolled out nationally by January next year, backed by a substantial advertising budget," said Ghosh. Ozone Ayurvedics posted a turnover of Rs 52 crore as on March 2006 and is expecting to end this fiscal at Rs 105 crore.

According to the company, the growth could be attributed to their brand presence in newer geographies, post November.