Medimix brand launched in Sri Lanka

Brand now available in 26 overseas nations

FMCG player Cholayil Private Ltd today announced launch of its flagship Medimix soaps in Sri Lanka. Chennai-headquartered company's products are now available in 26 overseas nations, besides the Indian market, excluding S India.

Pradeep Cholayil, managing director, Cholayil P Ltd said Sri Lanka expansion is part of company's overall strategy to expand Medimix brand in international markets.

"This is a conscious, organic growth route, for a fast growing brand like Medimix; we also are looking at other countries with a significant Indian diaspora, amongst whom there is a manifold increase in the awareness of benefits of natural care & Ayurveda, in the recent times," he said in a release.

Kesav, Head-Exports, Cholayil added that initially, Medimix Real Ayurveda soap will be available in the key markets of Sri Lanka.

While the initial focus will be on the traditional retail, and in the next phase, the company would enter Modern Trade as well.

Company will cover over 80% of the Sri Lankan markets in four months' time. Once the flagship product sales reaches a critical mass, the company will look at launching other soap variants in this country. Also on the anvil is an entry into the liquid soap market which is very promising in Sri Lanka.

Brand Manager for the Medimix brand, Subramaniam Venkataraman added that "manufacturing (contract manufacturing) locally for the Sri Lanka market is a very significant step. That makes us easily the world's largest selling Ayurvedic soap to our target consumers."