The Rs 500-crore Surya Vinayak Industries Limited (SVIL) has made a foray into the Rs 1250-crore skincare market under the brand name ‘Lambency’. General Manager-Marketing Sudhir Sharma says the company is targeting a marketshare of 6 per cent this fiscal and has invested Rs 8 crore in the first phase.
Addressing media persons, Sharma said that after getting a strong foothold in the B2B segment, SVIL has decided to launch a B2C ‘Lambency’ range of products. The products have been priced from Rs 5 to Rs 550. SVIL will offer both sandalwood based and non-sandalwood based products. The sandalwood product range will offer face pack with herbal water, oil, nourishing cream and scrub. The non-sandalwood product portfolio will include moisturizer, anti-dandruff conditioner, body wash and rose water.
The products will be distributed through 17 C&F agents and 200 retail outlets across the country. Exports to the US and European markets is also being planned, he said.
Brand Manager S. Kathayat says the brand will target Sec A and Sec B women in the 20-35 age group, C&S households. Around Rs 3 crore will be spend on advertising and the account is being handled by Starcom. The electronic ad campaign will hit media by mid-October. The 30-second TVC will give the consumer an insight into the products and introduce the brand in the market. Print campaigns in leading national and regional dailies will also follow in the same month. The company is also planning a lot of below-the-line activities, he said.