Lever Ayush To Be Launched Overseas

Hindustan Lever (HLL) is taking its ayurvedic health and beauty-care brand, Lever Ayush, global.

M K Sharma, vice-chairman, said, "We have applied for registration of Ayush in 20 countries. These products will be catered to the ethnic Indian population in the US, the UK, the Middle East, Canada and so on."

Launched in June this year, the company intends to make Lever Ayush a Rs 300 crore brand in three years.

"Even for the herbal care business, HLL will look at organic and acquisition routes for growth," M S Banga, chairman, said.

The product was launched in Tamil Nadu to be followed by Karnataka and will be rolled out nationally soon. According to analysts, the Rs 2,500 crore healthcare market in India is growing at 15 per cent a year.

 

The five products launched are cough syrup, headache roll-on, shampoo (under the Naashak range) hair oil (under the Poshak range) and soap (under the Rakshak range).

The company also plans to expand its portfolio of healthcare products to include digestives and nutrition supplements. Lever Ayush is being advertised as the truth of ayurveda with the proof of science.

Banga said, "Our entry into new category such as herbal care with Ayush range holds high promise."