VLCC Personal Care, a wholly- owned subsidiary of wellness and beauty firm VLCC Healthcare, today announced its entry into the mass skincare market with the launch of new range of products.

With an aim to garner a share of the estimated Rs 3,600 crore mass skincare market, the company today announced the launch of a host of products as a part of its new "daily protect anti-pollution range" at a price cap of Rs 79.

"Our existing products cater to a set of limited consumers. But the Rs 100 segment is much larger and the new launch is an attempt to occupy some part of this mass segment," VLCC Healthcare Managing Director Sandeep Ahuja told reporters.

He said the company expects the new range to become a Rs 100 crore brand in the next 8 months to one year.

Personal care products vertical currently contributes about 20 per cent to the company's total revenues. Ahuja, however did not disclose the firm's annual turnover.

"We expect the new mass market range to become around 50 per cent of the entire personal care products business in the next 2-3 years," VLCC Personal Care CEO Ashutosh Bharadwaj said.

The new products would be made available through over one lakh retail outlets and launch will be supported with an investment of over Rs 10 crore across media.

Asked about the company's acquisition plans, Ahuja said, "As announced earlier, we are actively looking out for acquisition in India, Europe and South East Asia to expand out products and services portfolio."

He, however, did not disclose the potential targets and the expected timeline.