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Banjara’s targets bigger pie in personal care biz
Banjara’s, the brand of city-based Vishal Personal Care Private Limited, has stepped up efforts to more than double its herbal hair and skin care business over next three years.
Hyd-based hair, skin care products maker ready for Delhi, Mumbai markets
Unlike multinational companies which make their products with synthetic ingredients, our focus is to provide ayurvedic-based natural products in hair, skin care space. We offer high performance products. Our target is to reach Rs 100-cr turnover in 3 years from Rs 40 cr now
-Ramesh Viswanathan
Hyderabad: Banjara’s, the brand of city-based Vishal Personal Care Private Limited, has stepped up efforts to more than double its herbal hair and skin care business over next three years. The two decade-old company which has over 80 products and variants in its lineup now is looking at revenues of Rs 100 crore by 2018 from the current Rs 40 crore.
Established in 1993 with a line of products that predominantly comprised herbal powders, the brand had received big boost in 2012 when Peepul Capital, a Chennai-based venture capital firm, came on board as strategic investor. The company established new, state-the-art manufacturing facility in 2013 with an investment of Rs 15 crore and it also brought in new professional management team a year later in 2014.
“Till two years back, the company was small and had a turnover of just Rs 15 crore. However, we closed last financial year with Rs 40 crore in total turnover. And, we are looking to hit Rs 100 crore mark in three years time,” Ramesh Viswanathan, Managing Director, Vishal Personal Care Private Limited, told The Hans India.
The company manufactures and markets ayurvedic-based hair oils, herbal hair colours, skin creams, face wash and face packs. “Unlike multinational companies which make their products with synthetic ingredients, our focus is to provide ayurvedic-based natural products in the areas where we operate in. We offer high-performance products at affordable prices and that’s our unique selling proposition,” he said.
Pegging the personal care market comprising hair, skin, dental care and fragrances at Rs 20,000 crore, he said Banjara’s is present in hair and skin care segments across the South India market. “We are in the process of expanding to other regions. We will foray into the markets of Delhi and Mumbai over next three months,” he explained.
Banjara’s has also started exports to various countries and its products are now on sale in China, Singapore, Malaysia, Oman and Dubai. Though contribution from exports is very small as of now, the company is targeting bigger sales, going forward. “We manufacture all our products at our plant in Mahabubnagar district. The plant caters to all of our demand requirements. We have a large installed capacity and so there is no immediate requirement to expand it,” the Banjara’s chief said.
On the distribution side, the company operates through modern retails chains, general or traditional retail channel and also via ecommerce. “We sell online through Flipkart, Snapdeal, Myntra, Amazon, Bigbasket and several other portals,” said Viswanathan. He however maintained that traditional retail stores account for a large chunk of the sales.
By P Madhusudhan Reddy
