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Cholayil contributes 1.7% of the annual turnover in the industry: Pradeep Cholayil

In an exclusive conversation with Pradeep Cholayil, Chairman & Managing Director for Cholayil Private Limited sheds light on grow share of soap category in FMCG segment.

Tags: Soap, Medimix, FMCG, Cholayil

BY Shipra Srivastava  |  August 09, 2017  |  comments ( 0 )  | 

Pradeep Cholayil

How Indian market is growing for personal grooming segment?

Personal care sector is trend-driven and is constantly changing and growing according to the latest fashions. Driving demand for personal care products in the recent times is because of health conscious consumers. A drastic shift towards herbal or Ayurvedic products is observed owing to the growing awareness regarding the benefits of natural and organic-based personal care products, increasing spending capacity and higher product visibility both online as well as on the shelf. These factors have resulted in the entry of new players into the Ayurveda market over the recent years. 

In total FMCG market, what would be the contribution of soap category? Also shed light on your market share?

The Indian soap industry has an annual revenue of about 17 Billion INR with approximately 700 companies involved. Cholayil contributes 1.7% of the annual turnover in the industry.

 What will be turnover of the company in coming years? 

We are expecting turnover of 200 Cr in 2018

Please highlight the current distribution of the brand especially in organized retail? How you plan to expand it further?

In the Domestic markets, we operate on a Focus-territory approach and will continue to drive Business across our priority markets - Maharashtra, Gujarat, Delhi and UP. 

Our domestic operates in a customized model that caters to top 75 districts in the North, East & West regions also includes Bihar, West Bengal, Punjab, Rajasthan, Uttar Pradesh, Delhi, Gujarat, Chattisgarh, Madhya Pradesh, Maharashtra and Uttarakhand. 

Is your brand also available in international markets?

The key international markets -GCC, UAE, Saudi, Malaysia, Taiwan and Singapore followed by US for which we have strategic plans.  Our products are also available across the globe - China, France, Lithuania, Germany, Cambodia, Qatar, South Korea, Guatemala, Sweden, Yemen, U.S.A, Hong Kong, Mauritius, Japan, Reunion, Kenya, Tanzania and Uganda.

What is the positioning of your product?

MEDIMIX, crafted in 1969, is one of the world’s largest selling Ayurvedic brand today. Its Ayurvedic formulations have kept its product line engaging for the last 40 years and as one of the strongest brand names among consumers, as the “Most Trusted Ayurvedic soap”.

Have you observed any visible impact of GST on your product range?

The roll out of GST was a complex exercise for a market the size of India. There has no doubt been an impact on business however we consider it as a temporary phenomenon as the Brand is built on strong equity with the consumers and other stakeholders in our business. . In the long term, we do not foresee any impact on consumer off takes.

Any plans to foray in luxury and premium market with brand Medimix?

Medimix caters in the Mass market, operating at a slight premium in some categories. 

Under the brand Medimix, we have no plans of entering the premium segment.

At last, mention the growth plans of the brand? How the brand is looking to current financial year?

We will also be looking to address various white places in the market through portfolio expansion under the Medimix Brand. 

In the International markets, we expect US, The Gulf and South East Asia to drive our business expansion.

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