about us

Consumer products division is one of the fastest growing businesses of Piramal Enterprises. It operates in the OTC (over the counter) market which is sized 14000 cr growing at 12-13% over the past few years. Most of the products in OTC space require a drug license and therefore can be sold only through a licensed chemist in India. The market is extremely fragmented and largest player in this space would have a single digit market share.

We entered the OTC market in late 90s with two joint ventures - one with Reckitt Benckiser and another with Boots Plc to market and distribute brands. Both these ventures had a mix of brands - some from our Portfolio and some from our partners in the Joint ventures. These ventures helped us understand the essentials of establishing a successful business in OTC space. Post a global acquisition of Boots by Reckitt Benckiser - we decided to separate and established our own independent OTC business in 2008. The business had three brands in its portfolio, catered to 24000 outlets through a 80 people team, had a topline of 113 Cr and was ranked 40th amongst all OTC companies in India.

The business has since then grown at a CAGR of 17% and ended FY 2016 at Topline value to Rs.397 Cr.(Including ophthalmology). We have now 10 brands in our portfolio with most brands either no 1 or no 2 in their respective categories. Six of our brands feature amongst top 100 OTC brands in India. The business services 350000 outlets on a weekly basis through a 2000 strong team and now would be 7th ranked player in OTC market. The business has strong aspirations to grow in future and in the last six months announced two acquisitions which would aid fulfill its ambition.

TOP

Our Journey

1993

Piramal enters the Self Care Business with Saridon entering in licensing agreement with Roche International & acquired Lacto Calamine from Duphar Ltd

1998

Joint venture set up with United Kingdom's leading Self Care player Boots Plc. The Boots-Piramal Join Venture hopes to bring new Self Care products to Indian market.

2006

Under a Settlement with Boots, the entire shareholding of Boots in the JV was acquired by NPIL.

2007

Piramal Healthcare Ltd decides to start up independently a venture to market Self Care products in India. Piramal Consumer Products set up with a small team of 5 people in Head office and a small sales team of 70 executives across India.

2008

The Piramal Consumer Products business is ranked 40th amongst all Self Care companies in India with an offtake of 35 Cr. Brand Tetmosol from Piramal Healthcare is moved to the Consumer Products business

2008

Saridon recognized as a Superbrand; Saridon features in the Economic times - Top 100 Most Trusted brands ; A moisturizing version of Lacto Calamine containing Aloe Vera launched.

2009

Sales force expanded to cover all 10 lakh+ population towns in India; sales team now 400+ strong. A training team set up to train the new field force. Marketing expertise acquired- Specialists in Market research, Media, R&D join the team. Piramal Consumer Products launches Itchmosol – an antibacterial and antifungal skin cream.

2010

Piramal Consumer Products crosses 150 cr of offtakes; Business acquires i-pill from Cipla. Fourth brand in its portfolio which is now a market leader in its segment; Piramal Consumer Products moves up to 24th rank amongst all Self Care companies in India; Itchmosol wins India Star Packaging Innovation awards from Indian Institute of Packaging.

2011

Sales team was expanded to cover all chemists in 1 lac + population towns in India – Field strength of 1000 + : One of the largest sales teams in India.

2011

Piramal Consumer Products makes aggressive media investments - associates with the Indian Premier League and launches four new communications - First ever such association for an Self Care company.

2011

Lacto Calamine is recognized as Superbrand; India's first Children's perfume launched under 'Jungle Magic'.

2012

Piramal Consumer Products ties up with Ms. Mary Kom for its antacid brand - Polycrol Plus. Polycrol Becomes Market Leader in its geographies. Lacto -Reneu :India's only U.S patented anti ageing cream launched; Piramal Consumer Products crosses 240 cr offtake value and Jumps to 7th Rank amongst all Self Care companies in India

2013

Jungle Magic Mosquito Banditz: India's first Mosquito Repellent Band launched. The brand takes the market by storm and creates a new category. Team to cater to Modern Trade channel is set up.

2013

Media Industry recognizes Saridon movie reviews as an extraordinary media innovation:The idea wins Gold at Emvies and Kaan Media awards. Saridon Movie review also wins the Asian consumer engagement award. Another Innovation - The 'ICanhelp queries' wins the bronze at INK Newspaper awards; Partnership with Top media agencies started M/S Mccann for Communication and Madison Media for Media Planning.

2014

Piramal Consumer Products Crosses offtakes of more than 300 Cr; Business launches India’s fastest acting mouth ulcer gel, Quik Kool, and becomes no.2 in the Mouth Ulcer Market in 6 months. Export business started in Middle East;

2014

Piramal Consumer Products starts to expand distribution reach to 50K population towns; Juhi Chawla comes on board to endorse the Jungle Magic range

2015

Business made an entry into baby care & GI space. Acquired littles, an established baby care brand expanding its offering to the entire spectrum in Kids segment. Naturolax, Lactobacil plus & Farizym forte strengthened PEL's positioning in gastro intestinal space.

2015

Saridon Movie review wins the first International Award in Srilanka conducted by the Asian Customer Engagement forum & award

2016

Business invested in expansion for reaching out to larger pool of consumer, PEL products are now available in all the towns with 20K and above population.

2016

Entered into agreement to acquire set 4 OTC brands (Ferradol, Neko, Sloan's and Waterbury's compound) from Pfizer India. Piramal Consumer Product Division has further strengthened its presence in modern trade; business separately focusses on four different channels - cash & carry, Hyper & super, Medical chains and ecommerce. And the growth story continues further ... read more in years to come.

TOP
Go to top