Baidyanath Ayurved plans to set up manufacturing unit in south

The Rs 200 crore Kolkata-based Shree Baidyanath Ayurved Bhawan Private Ltd's Nagpur division is looking at setting up a new plant in the south in the near future to augment its reach in the region.

"Apart from Andhra Pradesh and Karnataka, we have not yet penetrated the south. So we are now thinking of establishing another plant in south specifically to cater to the region," said Devendra Zade, senior manager.

He was interacting with newsmen on a tour of a new plant set up on the outskirts of Seoni in Madhya Pradesh.

Zade added that it was still too early to say where the new factory will be. "That depends on a lot of factors including location and the incentives we can get," Zade said.

Commenting on the Seoni plant that has been build at a cost of Rs 6 crore, he said, "This will cater to the entire Nagpur division which covers Maharashtra, Madhya Pradesh, Chhattisgarh and south. The plant with a built-up area of 55,000 square feet has been erected on a six acre plot of land which also houses a huge residential complex for employees of the company. The products being manufactured at this plant include the top two selling products of Avleha Pak Chyawanprash and Lal Dant Manjan along with other tablets, 'batis', capsules, asavs, arishtas, kadhas, 'churnas' and medicinal oils.

"This plant is capable of turning out nearly all of our 250 products - 700 if you count the different sizes they are packaged in," informed Zade. Currently, Baidyanath holds 30 patents.

"Our Swarna line alone requires more than 30 kg gold per annum. This segment generate a sales revenue of Rs 16 crore," said Zade.

On the whole, the Nagpur division manufactures products worth Rs 23 crore, contributing a total of Rs 65 crore to the national turnover.

"We are aiming to up our production to Rs 150 crore within the next five years at both the plants in this division," said Zade.

Made according to international standards, Baidyanath has established this plant with an eye on the export potential of Ayurved products. At present, the company exports only Rs 75 lakh worth of products.

"To increase exports, we have even gone in for and successfully won an ISO 9001:2000 certification awarded through JAS-ANZ agency. Though it all depends on the West understanding Ayurved for what it is and elevating it to the same level as a 'pathy'," said Zade.

The new plant is manned by 100 personnel, quite a few of which have been brought in from the Nagpur plant.

"The rest are locals," said Zade. These and the 400-odd workers at the Great Nag Road plant form a part of the 3,000 workers the company employs countrywide.

Zade said Baidyanath was one company which concentrated on pure ayurved prescription or medicinal products rather than cosmetics.

"Still, we have come out with our Puma range," said Zade. He also hinted that there were talks on within the company to recruit a brand ambassador for Baidyanath. "As for China, we have not felt any competition at all," said Zade.

Meanwhile, Baidyanath will be bringing out one of its most successful products, the 'Dant Lal Manjan' in a paste form within six months. "We are now in the final stages of realising this product," Zade said.

According to him, the well-known powder version of the same is already generating a turnover of over Rs 10 crore for Baidyanath in Nagpur division.