Cholayil acquires herbal brand Krishna Thulasi

Cholayil Private Limited (CPL), a Chennai-based Rs 100-crore FMCG company, today announced the acquisition of Krishna Thulasi, a leading herbal soap brand owned by Krishna Herbals based in Kollam.

Announcing this, VS Pradeep, managing director, said the company had targeted a total turnover of Rs 505 crore over the next five years, from the current level of Rs 100 crore. However, he did not divulge the value of the latest acquisition.

CPL had acquired one of Kerala's oldest brands of talcum powder and soap, Cuticura, in 2001, which now has 15 per cent market share in the Kerala market. The company has also planned to launch a number of beauty and cosmetic products like hair cream and face cream shortly. It will also launch a low-price soap brand, My Sop, for markets like Maharashtra and Uttar Pradesh.

 

Addressing a press conference on Monday, Pradeep said that all the Krishna Thualsi brand products, like soap, face gel and shampoo would continue with the same brand tag. The prices and the packaging would also be the same for the time being and the company would change these based on market response. The products will be produced at its manufacturing facilities at Tada in Andhra Pradesh and Haridwar in Uttrakhand.

With a turnover of Rs 5 crore, Krishna Thulasi is one of south India's admired brands of herbal soap and other personal care products like herbal shampoo and face beauty gel.

With the new brand's presence in the herbal soap segment, it would be a strategic best fit with the company's product range, Pradeep said. The soap is being marketed in the south and would also be exported to countries like Malaysia and the Gulf countries.

This brand will leverage our export potential especially in the West Asian markets, he said. Medimix, the flagship brand of Cholayil, is currently exported to around 25 countries.

Pradeep said the product portfolio under the Cuticura brand would be extended to other segments and categories soon. The group has also ventured into Ayurvedic treatment segment by opening the first treatment centre, Sadayush, at Mylapore near Chennai, and plans to open more during next year.