SWADESHI

Swadeshi is the Sri Lanka’s pioneer herbal soap manufacturer with over 70 years in the
personal care category which providing exceptional quality and the total value to
consumers. This was founded in 1938 and transformed to a public quoted company in
1941. Through out the past 70years Swadeshi has contributed immensely towards the
development of the industry using their knowledge and expertise.

Swadeshi portfolio consists of brands in a range of categories that include herbal

beauty soaps, herbal baby soaps, herbal shampoos, herbal liquid soaps, herbal facial
wash, herbal creams, floral perfumes, laundry soaps, detergent powders, liquid detergents
and cleaners.

Swadeshi provides highest product quality by using pure herbal ingredients such as
kohomba, Sandalwood, Aloe Vera, Turmeric, and Calumba Wood with both beautifying
and curative properties and fragrances from internationally renowned perfumeries. Also
they invest more on advancement of technology and research and development facilities
to maintain the highest quality. Since all these activities their product quality has been
recognized and awarded many times nationally and internationally.

1988 - VIII International Asia Award.

2001 - National Productivity and Quality Award.
2002 - CNCI Achiever of Industrial Excellence.
2003 - ISO 9001:2000 Certification
ISO 9001: 2008 Certified Company

1938 - Enters the market with the first locally manufactured branded soap - Quickleen.
2000 - The world’s first herbal carbolic soap.
2000 - Enters Apsara venivel (Calumba wood) soap - reinvented first ayurvedic soap
1992 - First herbal baby soap - safe and natural with Margosa and Aloe vera.
Vision & Mission

Vision

To be the most sought after Sri Lankan Company providing preferred solutions for
personal care and cleaning needs of customers in both local and selected international
markets.

Mission

To maintain the leadership in herbal personal care products and be a strong challenger
in the fabric care and household cleaning market in Sri Lanka with a global presence by
providing efficient customer service and consumer satisfaction.

Product line

soap Khomba herbal, Apsara venivel,

Rani sandalwood, Khomba clear, Rani white
Shampoo Khomba herbal,Rani king coconut,

Shower gel Rani sandalwood, Rani white, Khomba

herbal,Lady floral
Perfume Lady floral cologne, Black eagle gents
perfume and after shave
Baby care Khomba baby herbal
soap,cream,cologne,shampoo
House hold care Perlwhite liquid dish wash

Fabric care Perlwhite super magic detergent powder

Apsara Venivel Ayurvedic Soap

The leaves, flowers and other parts, of the calumba wood or venivel creeper are used in
traditional Ayurvedic skin care treatment to enhance complexions. Turmeric is popularly
used in skin and facial applications, which result in clean, fair and Reliant complexion.

The Apsara calumba wood soap with some of the best ayurvedic ingredients is a
popular pure Ayurvedic soap.

Inquire about this product

Product Group: Skin Care Soap
Product Placement: Ayurvedic Skin Care Soap
Calumba wood ( Coscinium fenestratum ), Aloe Vera,
Active Herbal Ingredients:
Turmeric
Weight Per unit: 75 grams
Packing: 75 grams x 144 units per case
Case Specifications: L : 343 mm x W : 257 mm x H : 275 mm
Volume Per Case: 0.0242 M3
Case per FCL: 20' FCL : 1230 cases 40' FCL : 2460 cases
Net wt. : 10.80 kg Gross wt. : 12.50
Weight:

In the year 2000 APSARA VENIVEL enters the market reinventing the first ayurvedic
soap positioning and priced at rs 32.00 for 75 grams to compete with the other herbal
soap manufacturers such as VENDOL,SIDDHALEPA,HARISCHANDRA etc and other
importers of facial soaps. But as far as sale is concerned this product is not moving fast
enough. There are many reasons for slow movement of this product.

 Ineffective and improper sales promotion.

 High competition.
 Ineffective distribution.
 Less attractiveness of the packaging.
 Less advertising.
 Comparatively high in price.

SWOT analysis for APSARA VENIVEL

Strengths

 Good brand name.

 Consisting of herbal ingredients.
 Popular ayurvedic product.

Weaknesses

 Presentation of the product is not attractive.

Opportunities

 Increase in demand for herbal products.

 New market in the north and east in Sri Lanka is growing. This is a good
opportunity.
 Economic growth in the country. Government focusing and investing on rural
development, electricity, transportation, telecommunication facilities. This is an
opportunity.

Threats
  As the industry and economic growth there will be competition with other
manufacturers.
 Entering of new substitutes such as face wash and shower gel.

Target market for APSARA VENIVEL

SWADESHI should target lower middle income health conscious and searching
natural solutions to cleanse their skin and their families’ skin, in the urban, semi urban
and especially in rural areas in the country.

Market place analysis for APSARA VENIVEL

Today in Sri Lanka the rural market is coming up and growing in a big way including
north and east area as the war is over and the economic growth. This is a good trend
because the demand for FMCG is increasing and needs and wants of the people are also
increasing. Hence the rural markets offer a great potential for marketing branded goods
and services for two reasons. First one is the large number of consumers. The second one
is large untapped market which is yet to be discovered. And also many people in the
urban and semi urban areas in the country are health conscious. Social environment has
changed. Their thinking pattern, eating pattern, lifestyles changing. Most of them go for
herbal food, herbal medicine etc. this is a big opportunity for the company like
SWADESHI to capitalize and grab the marketing opportunities in these areas.

Competitor analysis for APSARA VENIVEL

Ansoff matrix
Brand positioning

As we have argued in our other revision notes on branding, it is the “added value” or
augmented elements that determine a brand’s positioning in the market place.

Positioning can be defined as follows:

Positioning is how a product appears in relation to other products in the market

Brands can be positioned against competing brands on a perceptual map.

A perceptual map defines the market in terms of the way buyers perceive key
characteristics of competing products.

The basic perceptual map that buyers use maps products in terms of their price and
quality, as illustrated below: