Mumbai: Lever Ayush, Hindustan Lever Ltd's (HLL) ayurvedic health and beauty care division, has decided a foray into three more healthcare segments.
The company wants to introduce ayurvedic products in dermatology, gastroenterology and childcare. HLL will also conduct a national launch of over-the-counter ayurvedic products such as cough syrup and pain balms soon.
Says HLL senior brand manager Vitika Sharma: "Currently, research and development on dermatology, gastroenterology and childcare are on. Our cough syrup and pain balm brands are currently undergoing test-marketing in Tamil Nadu."
The company had entered into a tie-up with Coimbatore-based Arya Vaidya Pharmacy to develop these products. HLL technology head (consumer healthcare) Anisha Pargal says the company wants to promote the scientific truths of ayurveda and its application to life through its recently launched Ayush Ayurvedic Science Centre.
"AASC is formed with the aim to promote an appreciation and understanding of the scientific truths of ayurveda, and their application in the holistic way of life. The centre will focus its efforts on creating a platform for scientific enquiry of ayurveda and disseminating the knowledge through a collaboration with leading national and international scientific, ayurvedic and medical experts and institutions," she adds.
HLL intends to expand its medical equity programme, as part of which doctors and physicians will be informed about the products on a regular basis. Besides that, Ayush Therapy Centres will be set up in five to six cities, says Pargal.
Currently, one such centre exists in Chennai. HLL began the rollout of Ayush in June 2002, starting with Chennai. Ayush has a 2.5-per cent market share in the shampoo segment in 22 towns and a 1.5-per cent market share in the natural soap segment.