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HYDERABAD, May 27

AS part of its plans to achieve Rs 5-crore turnover by 2004, Nature's Essence Pvt. Ltd., a Delhi-based aroma-based beauty products company, has started its operations in Andhra Pradesh, the third State in the South after Karnataka and Kerala.

"We were largely focussed in the North. Now that we have opened up the southern front, we think we can achieve the Rs 5-crore turnover target by the end of 2004," Ms Sunita Arora, General Manager (Marketing), said. Nature's Essence has registered a turnover of Rs 2 crore in 2002.

The company, which markets its products exclusively through saloons supported by a distribution network, has tied-up with Rangoli Associates to take care of its activities in the twin cities.

Nature's Essence has launched 75 products, which include fruit-based based beauty products, recently launched Persona by Nature's, a new range of products, in Delhi. It is expected to be introduced in the rest of the country in phases.

Seeing good potential in the market abroad, the company tested waters in Sri Lanka, Mauritius, Canada and West Indies. "We have identified the Gulf, Russia and Canada as good markets for our products," she said.

Besides, the company is planning to participate in exhibitions abroad to popularise its products.

Meanwhile, Mr R.K. Nanda, in a press release, said: "Of the $282-crore Indian cosmetic market, the premium range accounted for Rs 50 crore with a growth rate of 20-25 per cent."

"We hopes to pick a 2-3 per cent pie in this segment," he added.

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