We are planning to export beyond 40 countries: Sanjeev G Pendharkar

Vicco Laboratories is among the first few Indian brands that focussed completely on the 'ayurvedic herbal medicinal' positioning in the market for its products in the skin and dental care categories. Sanjeev G Pendharkar, director, Vicco Laboratories Pvt Ltd, in conversation with Ashish K Tiwari speaks about the company's journey since inception in 1952, market response to brand's refreshed look, new offerings etc. Edited excerpts...

Could you take us through the brand's over 60-year journey?

As it happens in many cases, the beginning was very small from a shed in fact, where production of Vicco Vajradanti (powder) began. The business was instituted by my grandfather Keshavrao Pendharkar in 1952. He would himself visit households to market and sell the ayurvedic product made using medicinal plants. Consumers responded well to the product and its demand started growing gradually and that led to my father and uncles joining the family business and, introducing Vicco Vajradanti in a paste form.

As business grew, other products under brand Vicco started getting launch. Soon Vicco Turmeric Cream became a flagship product along with Vicco Vajradanti Sugar-Free Paste, Vicco Turmeric-WSO Cream, Vicco Turmeric Cream with foam - in shaving cream base, with and without sandalwood oil). With market demanding newer products we also introduced Vicco Turmeric Face Wash, Vicco Narayani Cream, Vicco Narayani Spray etc. Today, brand Vicco is not just an established national player but we are also exporting products to 40 countries thus making it a global brand.

Competition from national and international players has stepped up significantly in the market. How are you responding to it?

We constantly remind our sales team that maintaining our brand's global phenomenon is not going to be an easy task. We are very vigilant about quality and are conscious about the competition from our rivals. While continuing with the traditional forms of advertising across print and electronic mediums, we have also started adopting new approaches to managing our business. This is being done by offering newer products the market.

How has the market responded to the new offerings?

Vicco Narayani and Vicco Moisturising Cream are among our new offerings. While Vicco Narayani is used as an ayurvedic medicine for joint pains and curing cough and cold, etc. the moisturising cream is a very recent introduction in the market. Both the products have received a very encouraging response and are helping build the brand's visibility in the market.

Ayurveda, herbal, natural has in the recent past become a focus area for many companies. How is Vicco maintaining its market share?

While more and more companies are now proclaiming that their products are ayurved oriented, we are quite motivated by the consumer support for brand Vicco. Consumers are confident about the quality of our products and that's a big plus for our company. The fact that domestic sales, as well as exports, are increasing in good measure is an indication that the business is progressing in the right direction. We are witnessing a very decent topline growth year-on-year and are confident of maintaining our market share. Our focus is more on building customer loyalty, market share will come automatically.

Any diversification plans for the future?

We have no diversification plans. Whatever we will do, it will be only in the present line of products. We are adding new products and they are being well received. We are definitely exploring new markets and expand beyond the 40 countries we are currently selling in. On the manufacturing side, our present production capacity is sufficient to meet expansion in business activities. We will definitely be the increasing focus on building and developing the ayurveda concept globally.