Ozone Ayurvedics marked its foray into the UK market by launching a premium range of skincare products called OZONE’s in the Capital on Friday. The company is planning to invest Rs 1.5 crore for setting up a plant in the UK.
Following the success of Nomarks, OZONE’s will be the company’s second brand to cater to the global skincare market, which is valued at around Rs 165,900 crore annually, with that of UK alone valued at over Rs 6,248 crore.
S C Sehgal, Managing Director, Ozone Ayurvedics, said, “Ozone Ayurvedics has introduced innovative products which have been firsts in India. We test marketed our products in the UK market to assess consumer feedback and generated sales worth Rs 8 million. This will be our first step into the global skin care market and will follow the same product innovation category. Through our international operations, we aim to target Rs 16 crore, which will contribute about 20 per cent to our turnover.”
The company has set a target of around Rs 150 crore in the current financial year.
As far as OZONE’s range is concerned, it has diverse products from natural soaps to ayurvedic oils. The company refused to divulge details of OZONE’s price range. However, Sanjay Khosla, Chief Coordinationg Officer, International Operations, Ozone Ayurvedics, said that it would be relatively higher and was targeted at an exclusive segment.
Speaking on Ozone Ayurvedics’ international distribution and marketing strategy, Khosla, said, “To create significant market presence, our products will be available at convenient mass market outlets. We have, therefore, identified two market entry formats – distribution and selling support services across pharmacies and natural food stores.”
According to Sehgal, the company was also eyeing the Canadian market after its foray into the UK market.
The company has initiated a sustained advertising campaign on major channels like STAR, Zee, Sony, B4U as well as other English channels in the UK. Ozone Ayurvedics has tied up with Colorama Pharmaceuticals Ltd, one of UK’s largest distributors, which caters to over 8,000 outlets. The products would also be visible on the touch screens at these retail points, serving as contact points for potential customers.