The consumer products arm of Ahmedabad-based pharmaceutical major Cadila Healthcare, Zydus Wellness, is planning to up its ante in the personal care segment where it sells its products under the Everyuth brand. The company which has recently launched a herbal extract-based low calorie sweetener under the Sugar Free brand, is now planning to launch two new products under the Everyuth umbrella in the next six months.
Elkana Ezekiel, managing director, Zydus Wellness, told Business Standard that there are plans to come up with two new products under the existing categories of the EverYuth brand within the next two months. The company, which has launched the Tulsi-Turmeric facewash and the moist scrub under Everyuth, has a meagre 2.5 per cent share of the Rs 1,500 crore facewash market in the country.
According to market analysts, the brand has lost out to aggressive marketing of the multinational brands, a point Ezekiel himself admitted to. "We have a far better market share in the scrub (32 per cent) and peel off (92 per cent) segments," he said. The scrub and peel off segments are much lesser in size compared to facewash; at Rs 300 crore and Rs 70 crore respectively.
In a bid to expand its market share in the facewash segment, the company had come up with a Re 1 sachet of the Tulsi-Turmeric facewash in September last year. While Ezekiel did not wish to share further details about the upcoming products, he added that it would definitely strengthen the EverYuth portfolio of Zydus Wellness which is mainly drawing revenues from the Sugar Free and Nutralite brands. According to industry sources, Sugar Free currently is around Rs 250-280 crore in turnover and is growing at around 10-12 per cent. The brand enjoyed a 92 per cent market share in the segment. The company has posted a consolidated net profit at Rs 44.42 crore for the third quarter ended December 31, as against a net profit of Rs 26.77 crore during the same period of the previous fiscal. Pankaj R Patel, chairman and managing director of pharma major Cadila Healthcare, has passed on the reigns of the personal care products firm, Zydus Wellness, to his son, Sharvil P Patel. Sharvil in July last year.
