Ayur Herbals, which has an annual turnover of Rs 110 crore, has decided to expand its business. The company, which has primarily been focusing on North India, is now planning to spread across the nation. "We are planning to penetrate further and by the end of August we should be present nationwide," said Dilvinder Singh Narang, President, Ayur Herbals.
Recently, the company introduced a new line up of beauty products using the ingredient Aloe Vera. The company has invested nearly Rs 50 lakh for developing the new range of products and has done some innovative packaging to push the brand. As many as 15 new Aloe Vera products have been unveiled and are priced between Rs 40 and Rs 150.
"The company is looking at targeting the upper middle class with this new range and will be focusing on the metros as well as the B-towns," he said. Narang also added that the company has invested considerably on the new packaging.
Ayur Herbals has its manufacturing facilities in Shahjahanpur, Jaipur Highway, Najafgarh Road and Mangolpuri in New Delhi, Jabalpur and Baddi in Himachal Pradesh. The R&D facilities are in-house. Asked about the promotions, he said, "We plan to increase awareness among people regarding the true benefits of Aloe Vera. We are doing a couple of print campaigns, which would be product centric." The print ad will hit by the first week of March.
Currently, the annual advertising spends is Rs 10 crore. Dmas Communications and Advantage Studio are handling the advertising for Ayur Herbals. Narang said that they are also looking out for an additional advertising agency for creative and media. "We are open to new agencies that can leverage the brand. We are welcoming new ideas and are open to presentations," he added.