Financial Daily from THE HINDU group of publications
Saturday, Aug 03, 2002
Financial Daily from THE HINDU group of publications Saturday, Aug 03, 2002 |
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Marketing
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New Products & Services Bipha launches Herbionics range Our Bureau
BANGALORE, Aug. 2 KOTTAYAM-based ayurvedic company Bipha Drug Labs is planning a major expansion which includes setting up of comprehensive ayurvedic treatment centres in major cities in the country and abroad. The products and services will be offered under the brand Herbionics. The 73-year-old company unveiled its first step with the launch of Herbionics, its new proprietary range of 16 ayurvedic products. Mr Ajay George Varghese, Vice-President (Sales & Marketing), said here to begin with, the OTC Herbionics products will be sold in a tie-up with Health & Glow chain initially in Bangalore, Chennai, Hyderabad and Pune and in Mumbai with the HealthFood Shop. In a first of its kind promotion, from September, this will be followed up with health advisories, counselling and camps through ayurveda experts from Kerala at major outlets in these cities. In Bangalore, it has identified four outlets to start the health advice centres while the health camps will focus on specific ailments. The products are priced competitively between Rs 66 and Rs 134. In a Rs 2,500-crore domestic herbal market, the company would ideally target a market share of one per cent over the three years, Mr Varghese said. In the next six months, a total ayurveda care centre will be opened each in Bangalore and Chennai with an estimated investment of Rs 50 lakh and these centres would be scaled up and taken to other cities. They would be set up in clubs, premier hotels and resorts. The next phase will be to take the Herbionics brand of ayurvedic products and services to South East Asia and the West, he said. The Herbionics products have been chosen from among the 250 formulations of the company. The Bipha portfolio includes essential oils and aromatherapy; herbal cosmetics and nutraceuticals all of which will be driven aggressively. Bipha, reportedly the first company to make ayurveda tablets, diversified in the 1970s into hospitality with its Ambady resort. Its Ettumanoor manufacturing facility is seeking ISO 9000:2000 compliance.
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