Data:

 Naturals preferred over cosmetic in food, personal care and household care
 Natural in personal care includes soaps, shampoo, toothpaste, skin and body care is alone
38% and and growing at twice the rate compared to rest for past 3 years
 Similar growth in future 4 years, 6000 cr value added

Market Players:

1. Natural Masterbrand: MB are brands like dabur, Patanjali, Himalaya where the parent brand
resembles ayurvedic and stuff, hence every product is stable, own 80% of the natural market
share.
Here brands have differentiating propositions
 Dabur has legacy affiliation with Ayurveda, connection with market
 Himalaya efficacy is focus, face wash 50% of its revenues
 Patanjali has baba
 Other players are vicco etc
2. Natural variants of cosmetic brands: MC are brands where parent brand is cosmetic but new
variants introduced with natural ingredients

Consumer context:

 little difference between natural, herbal and ayurvedic

 clearly differentiate among other players
 naturals mean absence of harmful chemicals

HUL:

 37% market share in personal care, 50% in non-natural personal care and 10% in natural
personal care, natural variants of cosmetic brands i.e. MC
 Not MB, hence with growing natural set to lose market share

Lever Ayush:

 2001 launched as Ayurvedic healthcare brand,

 2003-05, distribution moved to hul network, marketing on ayush brand
 2005-07 ayush therapy center, brand deppening on ayurvedic roots
 2007-14 later shut down, health and wellness portfolio continued to sell in hul network
 2015- ayush relaunched with amazon

Relaunch

 Relaunched as personal care Natural MB in 2016

 Launched across skincare, hair care, soap and toothpaste under personal care
 Brand proposition: 5000 year of ayurvedic wisdom to solve modern lifestyle problems
 Mass market brand, pricing inline with market leader, 10-20% premium to average pricing
 First launched in south india in 2017 faced traction and later launched nationally

Questions:

 Long term: which other product categories to enter (next best segment to enter among
food, ingestible and home care)
  Medium term 2-4 years- how will ayush differentiate in cluttered naturals market from
becoming me too brand?

Solution:

 Different segments: Natural Personal care, Natural home care, Natural food, Natural health
care, Ayurvedic medicine, Animal health

o Natural food products categories:

 Biscuits and cookies
 Herbal tea
 natural sweetner
 sauces and pickles
 Rice
 Papad
 Sweets
 Spices
 Jam
 dalia and vermicelli
 cornflakes
 noodles
 namkeen
 candy
 murabba
 flours
 dal pulses
 oats and edible oil
o Natural Personal care:
 Skin care
 body care
 shishu care
 dental care
 toiletries
 dishwash bar and gel
 hair care
 eye care
 Lip care
 Eye care
o Herbal home care:
 Agarbatti
 Hawan
 Pooja
o Natural health care:
 Digestives like pudin hara, hajmola
 Badam pak
 Health drinks
 Health and wellness
 Ghee
 Fruit beverage
  Chawanprash
 Honey and glucose
 Diet food
o Ayurvedic medicine
 Kwath
 Basma
 Parpati/ras
 Asava
 Oil
 Packages for diseases
 Churna
 Pishti
 Syrup
 Lep
 Vati
 Guggul
 Arishta
 Godhan ark
 Balm
 Inhaler
 Energizers
 Children, women, men, general, oral, skin
o Animal health
 Aquaculture
 Companion care
 Livestock
 Poultry

 Lever has currently personal care, under this skin, hair, oral and body care. We have to
explore other opportunities.
 This year June they entered food with ready to eat breakfast mixes, Aval Millet Pongal,
Masala Millet Upma and Classic Millet Khichdi made with all-natural ingredients such as
millets, pulses, cow’s ghee, vegetables & spices.
 Akshay kumar brand ambassador, possible entries toiletries recent last year
 Healthcare products including digestives and nutritional supplements 2013 report
 Cough syrup, headache roll on got from 2013 report
 Lever Ayush will venture into categories beyond soaps, shampoos, toothpastes, lotions and
moisturisers, its current segments of operation, as it seeks to give the brand a horizontal
push.
 HUL’s MD & CEO Sanjiv Mehta says the company will, in the coming months, push Lever
Ayush into categories beyond soaps, shampoos, toothpastes, lotions and moisturisers, its
current segments of operation, as it seeks to give the brand a horizontal push. (we are
doing this)
 This will be backed by a vertical push as well, he says, with the company continuing to
launch herbal variants of existing skin and hair-care brands (such as Dove, Ponds, Fair &
Lovely) as well as keep its attention firmly on “specialist brands” such as Indulekha (hair oils)
and Citra (skin care) respectively.