Reinventing The Essentials Of Ayurveda By A Market Leader

The leading Ayurdeva brand and a household name in Indian Consumer market commended its journey in 1969 by setting up a small manufacturing unit in a rented building in Perambur, Chennai, with just one employee. The brand was launched in 1969 and in the last 50 years has grown from a soap brand manufactured in average in Chennai to a global brand with a presence in over 30countries worldwide. Different marketing strategies adopted by the brand over a period of more than 50 years can be studied for MBA Project work of any University in India. So that the findings of the study can be followed by others in the Indian FMCG or consumers market for their marketing strategy.

The serendipitous beginning

The leading Ayurveda brand is Medimix, because when it comes to Ayurveda, there are few brands quite as authentic or as easily recognizable as Medimix in India and its growth story can form a part of MBA project study. It hails back in its serendipitous beginning from the kitchen of Dr VP Sidhan, an Ayurveda practitioner. It was in1969 when Dr Sidhan’s homeremedy with a sharp acumen for business led to the development of the iconic green bar of soap-Medimix.The soap consisted of various ayurvedic oils and other homemade products which he used to treat people with several skin ailments. Giventhe popularity of the bar, he registered his company as Cholayil Private Limited. So, study of company history/background should also form a part of MBA project work.

Beginning of a new Era

Dr Sidhan’s sharpness for business has made Medimix a household name in India.The Indian consumer marketfor once offered a product with 18 powerful Ayurvedic herbal ingredients to ease their struggle against disorders and mainta in healthy, glowing skin at an affordable price. This pristine formulation, later on,became the basis of creating various other Ayurvedic skincare products in Cholayil.So, study of company history/background and its growth should also form a part of MBA project work.

Brand Positioning for Transition into a Consumer Care Brand

Cholayil group of companies has now diversified its businesses into FMCG personal care, Ayurvedic Pharma products and Ayurvedic Treatment and Care services and Medimix, Cuticura and Krishna Thulasi are the premium brand sunder its kitty.The one aspect which differentiates Medimix from the rest is that it has been created to stimulate every pore in our body and nourish, protect and refresh the same.

The popularity of the soap can be understood well with it becoming the world leader in Ayurvedic Soaps. The range of products under the brand Medimix has rede fined and revolutionized the way people view “Ayurveda”and Ayurvedic personal care products, the brand is now available in 30 countries.Being the leader in the Ayurvedic Soap Category and the most trusted Ayurvedic brand, in 2012, it took the next step by extending. The early advertisement for Medimix, in the 70s, carried the tagline,‘Doctors Prescribe,’ that vouched for the genuineness of the product.It is therefore, appropriate to conduct a brand positioning research related MBA project work to study how the Ayurveda soap has been transitioned into a personal care FMCG brand over a period of last more than 50 years.

Opportunity to become a world ambassador for Ayurvedic personal care Products

Cholayil Group has been known amongst its peers to put a lot of efforts and investments in R&D and product development to producing an innovative range of personal products under various categories.
As the company is embarking on a platform to market such products to a broader group of consumers across geographies, it is evident it has to face intense competition from MNC behemoths.With “Ayurveda” becoming more popular and relevant to personal care needs, Cholayil has the best opportunity to become a world ambassador for authentic Ayurveda personal care products.

Also Read: What are the challenges & strategies in Indian e-pharma space? A case study for MBA Project

Conclusion

A detailed study on the marketing strategies adopted by Medimix brand for transition into a personal care brand from an Ayurveda product brand needs to be carried out as part of MBA Project work on brand positioning and marketing management so that the marketing strategy of Medimix can be followed by other players to become successful in the Ayurveda FMCG market.

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