India's Bipha Drug Labs is to roll out a series of ayurvedic treatment centres across the country and abroad under the brand name Herbionics. The Herbionics name is already used for Bipha's new range of 16 ayurvedic products.
Ajay George Varghese, vice-president of sales & marketing at Bipha, told Business Line that initial sales of Herbionics would be through the Health & Glow pharmacy outlets in Bangalore, Chennai, Hyderabad and Pune, and via the HealthFood Shop in Mumbai.
From September, these outlets would be joined by ayurvedic treatment centres staffed by ayurveda experts from Kerala, Varghese added, the first such venture of its kind in India.
Bangalore and Chennai will each see a total ayurveda care centre within the next six months at an estimated investment of Rs5 million (€0.1m), and these will then be used as models for similar centres in other major cities. They will be set up in clubs, premier hotels and resorts.
Varghese said that Bipha was hoping to garner around one per cent of the Rs25 billion (€0.5bn) market for ayurvedic products in India over the next three years.
Once a strong foothold has been made in India, the company plans to expand distribution of Herbionics products, and the avurveyda centres, to Southeast Asia, Europe and North America.
Varghese added that while the major expansion drive would focus on Herbionics, Bipha's range of essential oils and aromatherapy; herbal cosmetics and nutraceuticals would all be driven aggressively over the next few years.