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Birla Ayurveda enters medicines and personal care segment

The brand has earmarked about 15% of its annual revenue on marketing, of which 30-40% is spent on digital

Birla Ayurveda, part of the Yash Birla Group, has launched its collection of personal care products and medicines. The establishment that specialises in wellness therapies and curative treatments for chronic ailments such as arthritis, obesity, spondylitis, hair fall, skin problems and various lifestyle disorders will also offer medicines and remedies for the ailments.
The new offerings will spread across four personal care products that include aloevera face wash, aloevera gel, Kizhi kit and ache oil as well as four ayurvedic herbs, including shilajit, brahmi, ashwagandha and shatavari, along with four proprietary medicines — Novajoint, Abdoplus, Arshotex and Eveshor.
Speaking about their decision to venture into medicines and personal care products, Ashish Thakur, CEO, Birla Ayurveda, said, “We have our own centres and team of doctors. Earlier, our doctors used to prescribe medicines and products of different companies. But since we had the talent with us, we decided to launch our own medicines. That was really where it all began from.”
The brand will make its products available in its recently launched field clinics.
Elaborating on the distribution model, Thakur said, “Our own centres are obviously our first source, the second source will be the field clinics and the third source will be online portals,” said Thakur.
The brand’s medicines are already available on portals like Medlife and 1mg and it is looking to tap ecommerce players like Amazon and Flipkart for its personal care products.
The brand has invested Rs 50 lakh in the medicines and personal care vertical to begin with and intends to spend at least 15% of its annual revenue on marketing. Thakur said their main focus will be on digital when it comes to marketing.
“We are focusing on digital. We have our own in-house agency and along with them, we are promoting our products on all digital channels. About 30-40% of our marketing budget is spent on digital,” said Thakur.
According to Thakur, the brand places a lot of faith in BTL activities too as they play a crucial part in bringing footfalls to their centres and driving up demand for their products.
“We have our centres in Mumbai, Nashik, Bangalore and other parts of the country and majority of the business comes within 2-3 kilometres of these centres. We have more faith in the BTL activities that we do,” said Thakur.
Thakur believes that the future of the company lies in franchises. Sharing his vision for the organisation, Thakur said, “We have completed 15 plus years in the country and today have around 13 centres. We know the technical know-how and we have created our own SOPs. We would love to take this company ahead by creating franchises. We have recently signed two franchises and five years down the line, we will have 250 plus franchises in the country.”

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