The products include Brahmi Amla oil, hair treatment oil, neem water, rose water, Herb-T and honey. According to the company, these products provide herbal remedy for various ailments like diabetes, obesity, blood impurities, stomach disorders and common cold. Its Herb-T, for instance, claimedly controls diabetes and obesity while its Arjun Amrit Tumbler and Dia slim tumbler cure hypertension and control blood sugar respectively. The company has invested about Rs 3 crore so far in the new division which includes research & development. A separate manufacturing unit in Jabalpur has been dedicated to this division. By next year, its second unit at Mandla whose production capacity will be 10 times more than that of theJabalpur unit will be online.

Interestingly, the company is setting up a separate distribution channel for this division. Explains Sudhir Sharma, marketing manager, R D M Traders,``Our product range is too large to be handled by the same distributor who is handling the cosmetic range.'' Targeting mainly general stores and chemists, the company is expecting to rope in about 50 distributors by next month. Initially, the launch will be limited to the central and northern regions of the country and will roll out nationally later. Just like its beauty care products, Ayur's healthcare range will be mid priced and targetted at the middle class segment -- SEC A2, B1, B2. ``We believe in giving customer a fair deal. Our healthcare range, too, will be highly affordable,'' says Sharma. While Ayur's honey will be priced at Rs 25for a 100gm jar, brahmi hair oil will be for Rs 25 (100ml), and hair treatment for Rs 125 (100ml). It's Herb-T will be priced at Rs 38 for a 100gm pack while mint and rose water will be forRs 22 each. Expecting to generate total sales around Rs 10 crore by the end of this year from this division, Ayur intends to build an intense branding and distribution initiative. It has earmarked an ad budget of Rs 1 crore and plans to promote the range through door to door marketing.