OSL has launched a range of leading international premium products - Victoria's Secret - Bath & Body Works - in India.

A part of Intimate Brands Inc, Victoria's secret is renowned for its exclusive lingerie and personal care products, whereas, luxurious bath and body products is the established forte of the Bath & Body Works brand.According to OSL chief operating officer N Chandrashekhar: "Bath & Body works is positioning itself as a retailer that offers necessities. The range of products available with Bath & Body Works are shower creams, shampoo conditioners, body lotions, perfumes, nail polishes, Aroma-therapy items, massagers, room sprays, plug in room refresheners, body splashes, foam body washes, among others." The price for the products ranges between Rs 100 to Rs 1,000.

According to Mr Chandrashekhar: "With no established players catering to this segment, the Indian market is still regarded as a virgin market for premium brands."

OSL has set up 36 premium outlets in Mumbai and plans to foray into major metro markets by setting up additional 2,500 outlets across major cities by the year end.

The range will be available at premium outlets, parlours and health centres. As part of the marketing strategy, each of these outlets will have exclusive Victoria's Secret Bath and Beauty Work counters.

The products are made from flowers, fruits, exotic herbs and other natural extracts. The company buys fragrance from France. OSL are the sole licensee for marketing Victoria's Secret Bath and Body Works products in India. With these products sold only through company-owned retail outlets in the US, they will not be available in the organised grey market. The products are being directly imported from the US.

OSL's has invested Rs 4 crore on the product launch and Rs 15 lakh on the advertising spend, this year. OSL plans to kick off with an advertising campaign in mid-March, this year through print and television media. The sales turnover of Victoria Secrets personal care and beauty care products stands at $2,138.