The Hindu Business Line : Sarda group plans pan-India presence

Eyeing the Rs 2,000-crore ayurvedic FMCG segment, the Rs 125-crore Sarda group is planning to have a pan-India presence in the next few months before expanding to global markets.

"With a basket of 17 products, Sarda's Yogi brand has already spread in all the States, barring Kerala, Rajasthan and Himachal Pradesh. We will expand our presence there soon," Mr Sandip Sinha, Chief Operating Officer, said. After completing the domestic coverage, the company would export its products to Australia, New Zealand and Gulf, besides increasing focus on the US.

Intense Marketing

"We are also talking to some airlines and railways to offer our products to the passengers," he said. Addressing a press conference here on Thursday, Mr Sinha said the company chose to go in for intense marketing in malls, retail outlets and expos, instead of going for advertisement blitz.

"Our product Vitamla has been received well. We also have products in categories such as drinks, mouth fresheners and candies," he said.

Stating that the company had obtained USFDA approval, Mr Sinha said the company had spent Rs 15 crore on research and development so far.

The company, which had lined up Vitamango (dried and treated mango pieces) for the summer season, has earmarked Rs 10.65 crore for about 15 products that it plans to introduce in the next few months.

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