From THE HINDU group of publications
Tuesday, December 11, 2001


Biotique plans new marketing strategy

Ratna Bhushan

NEW DELHI, Dec. 10

IT is time for change at Biotique, Vinita Jains brand of herbal botanical extracts for skin-care and colour cosmetics. IRL Marketing Pvt Ltd, the company name under which the Biotique brand is marketed, plans to foray into multi-level marketing early next year.

While Ms Vinita Jain, Managing Director, IRL Marketing, confirmed that the company was working out a pattern for the alternate marketing exercise, she refused to divulge details of the exercise. We are planning out details of the multi-level marketing strategy, which we will unveil in the first quarter of next year, she told Business Line.

However, according to industry sources, IRL Marketing intends to create a separate brand of skin-care and colour cosmetics which will not be retailed through the conventional channel. The new line is expected to be marketed through the multi-level channel, which would run parallel to the conventional retail one.

The nine-year-old Biotique brand has projected a sales turnover target of Rs 100 crore in the domestic market for the year 2001-02.

Apart from skin-care, hair-care and body-care products for men, women and children, and colour cosmetics, Biotique had unveiled professional make-up products earlier this year.

Another recent area of diversification has been setting up a Biotique academy project dealing with vocational training programmes on professional make-up.

IRL Marketing has a manufacturing set-up and a research and development cell in Noida, Uttar Pradesh, apart from a research unit at Switzerland.

According to industry estimates, the domestic natural ingredients cosmetics market size is roughly Rs 2,000 crore. Besides IRL Marketings Biotique, other players in this category include Shahnaz Herbals, Lotus Herbals and recent entrant Ayurvedic Concepts.

Meanwhile, according to the data released by the Indian Direct Selling Association (IDSA), the direct selling industry grew by 53.5 per cent last year and the industrys turnover touched Rs 1,374 crore against the previous years Rs 895 crore.

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