Chennai-based Cholayil is extending the Medimix and Cuticura brands to an array of skincare products, and getting into the ayurvedic services segment with the introduction of ‘Sadayush’ care and cure centres.

Cholayil plans to introduce products like moisturisers, face washes, shower gels and hand washes under the two brands, which make revenues of Rs 100 crore. Having acquired the Cuticura brand from US-based Muller and Phipps in 2002, the company has expanded the talc brand to deodorants and soaps. Cuticura is popular in south India, and has good brand recall in Kerala. Cholayil now plans to take the brand pan-India.

Medimix, a leading ayur-vedic soap brand, will mostly expand to herbal skincare products. “Medimix is a strong brand in south India. Among the other three regions, west has received it well. Exported to 25 countries, mainly in West Asia, the brand is becoming popular among the local population in those markets apart from the non-resident Indians,” said VS Pradeep, MD of Cholayil. The company is also increasing its marketing spend for both the brands.

Cholayil has also entered the services segment with Sadayush, a premium ayur-vedic care and cure centre. The first centre has been opened in Chennai. The company plans to have 10 more centres in all the metros in two years.

The company has plans to brand a few of the 150 products that have been developed by traditional ayur-vedic practitioners in the promoter family. These products are used for treatment of ailments like common cough, diabetes, joint pain and arthritis. The company is in talks with a few venture capital funds for growth initiatives. It plans to dilute 20 per cent stake to fund growth plans.