VLCC in makeover mode

VLCC in makeover mode

Author | Source: Business Standard | Friday, May 02,2008 8:07 AM

VLCC in makeover mode

To get new corporate logo; eyes Rs 1,000 cr turnover in 2 years.

Known to give makeovers to people, the Rs 350-crore VLCC Personal Care is itself getting a new look and logo. Beginning July, the company has lined up several innovative strategies and product offerings as it aims for a turnover of Rs 1000 crore by 2010

"The repackaging is aimed at marketing our offerings as premium ayurvedic and herbal products which match global standards," Harmeet Pental, chief executive officer, VLCC Personal Care, said.

With a view to expand in the international and domestic arenas, the company is exploring opportunities to acquire mid-sized brands and companies dealing in personal and healthcare.

"Apart from revamping and re-packaging, we are also looking at the private label space. We want to provide complete head-to-toe solutions to our consumers," Pental said.

To begin with, the company is limiting itself to West Asia as it already has a significant presence in the region. "It will be easier to acquire an established business overseas and then roll it out in India than doing it the other way round," Pental said. The company exports its products to Singapore, Hong Kong, Dubai and London.

The company also plans to increase its retail presence both in India and abroad. "In the overseas markets, our products are available only through our beauty centres. This year onwards, they will be available in major retail chains across West Asia," Pental said.

VLCC has three business lines - slimming and beauty centres, personal and beauty care products and educational institutions. Personal care contributes about 25 per cent of the company's total turnover and this is expected to go up to 40 per cent this year.

VLCC is in a strategic alliance with Elder Healthcare, a part of Elder Pharmaceuticals, for marketing men's grooming products under the brand ‘Fuel'.

The brand includes products such as shaving gel, after-shave balm, hair styling and strengthening gel and deodorant. "Unlike our other products, Fuel is targeted at the mass market. We plan to add more relevant products to our men's range," Pental said.

The company plans to foray into newer categories such as colour cosmetics, including hair colour and lipsticks. It is also looking at anti-aging solutions.

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