Seabuckthorn Indage to foray into cosmetics, mineral water

Seabuckthorn Indage, which sells the Leh Berry brand of juices, has decided to foray into cosmetics and mineral water market.

M S Dhanota, president, Seabuckthorn Indage, said, "Since seabuckthorn fruit contains anti-oxidants, carotenoid and essential bioactive substances, it rejuvenates the body and is an all season refresher, we have plans to venture into a specialised cosmetic market too. However, the plans are yet in the pipeline. But we are sure to come up with a cosmetic range including anti-ageing cream and fairness cream in near future."

During the launch of eight flavours in Gujarat on Thursday, Dhanota also said the company plans to enter the mineral water segment by the end of this year.

"This apart, we are also planning to manufacture biscuits and confectionaries," he added.

About seabuckthorn, he said, it is a herbal fruit cultivated in -30 degree temperature for four months starting from July to October.

"It has 16 times more Vitamin C then oranges and has the natural goodness of 100 nutrients, eight vitamins, 24 minerals, 18 amino acids," he added.

"Leh Berry juices are nutritious and are made without adding any preservatives. "We aim to become one of the country's top juice and nectar brands in the near future."

The total juice market in India is estimated at Rs 800 crore, out of which Rs 300 crore is of nectars. "We are targeting to achieve 30 per cent of the Rs 300 crore market by the next year. Currently we enjoy 10 per cent of the market share," Dhanota added.

Leh Berry have recently launched a 150 ml pack of mango flavoured juice priced at Rs 7. The total global market of seabuckthorn is Rs 5,000 crore out of which China heads with Rs 3,000 crore. However, the concept of seabuckthorn flavour is very new in India, Dhanota said.

The company plans to make a total investment of Rs 30 crore for the next year wherein it will invest about Rs 8 crore for marketing. "The company's sale is growing at 100 per cent per month," he said.

The juice industry is growing at about 45 per cent year-on-year basis and consumers are shifting to health drinks at a fast pace, he added.