MP to expand Vindhya brand

Shampoo, tooth powder, jam on the cards

The Madhya Pradesh government is trying to tap new markets for its Vindhya Valley brand, and will soon launch shampoo, tooth powder, a tobacco substitute, jam and mustard oil under this brand in Maharashtra and Goa.

The Vindhya Valley brand was conceptualised by the previous government in association with Hindustan Lever Ltd to give a push to the tiny and cottage industry through public-private partnership.

The brand had generated sales of Rs 1.42 crore in 2003-04, which is expected to touch Rs 2 crore in 2004-05.

The present government has scotched rumours that it is planning to do away with it.

"We have no plans to scrap the Vindhya Valley project as it has got a reception in the market. We will continue to follow the business model developed by Hindustan Lever Ltd and strengthen the distribution channels for the brand.

"We are in talks with the Confederation of Promotion of Khadi and Village Industries to reach the markets of Pune, Mumbai, Nagpur and Goa," the spokesperson for the MP Khadi and Village Board told Business Standard.

The board is the custodian of the Vindhya Valley brand. "We will launch a shampoo in August and jam and red tooth powder in July," he said.

"The shampoo will be launched in three colours. It will be produced in Bhopal with the help of self-help groups and members of the Devika Women Committee, an organisation working for women entrepreneurs. Testing of the product is over and its is ready for launch," he said.

The shampoo will be tested at the MP Laghu Udyog Nigam laboratory in Indore and a team of Hindustan Lever Ltd and Lintas Lowe, which is handling the advertising campaign of the product, will monitor the entire marketing process of the product.

The shampoo, which has a herbal base, will be attractively packaged and priced, according to the khadi board officials.

To meet the growing demand for its products and also increase the product base of the brand, the board is trying to increase the number of cottage and tiny industries linked with self-help groups through public-private partnership.

"We have roped in a self-help group in Khandwa district for chili powder, the Muskan group of Dewas and a non-government organisation Baif for future products. These groups are coordinating with us for the Vindhya Valley brand," he said.

A team of senior officials from Gujarat and Andhra Pradesh recently visited the state to study and replicate the model in their states.

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No more a tiny brand

• The Vindhya Valley brand had generated sales of Rs 1.42 crore in 2003-04, which is expected to touch Rs 2 crore in this financial year
• The Vindhya Valley brand was conceptualised by the previous government in association with Hindustan Lever Ltd to give a push to the tiny and cottage industry through public-private partnership
• Hindustan Lever Ltd and Lintas Lowe, which is handling the advertising campaign of the product, will monitor the marketing process of the product