Piramal Group is one of India’s leading global business conglomerates
Piramal Consumer Products Division is one of the fastest growing businesses of Piramal Enterprises Ltd. It is among the lead players of India in the self-care space, with established brands in the Indian Consumer healthcare market. Our portfolio consists of branded consumer healthcare and wellness products, primarily in areas of routine health disruption and proactive care, expanding across key OTC categories such as Analgesics, Gastro-Intestinal, Hygiene, Skin care, Vitamins & Supplements, Women care, Baby care and Kids wellness. The business has grown from a 6-brand portfolio in 2011 to a 20+ brand portfolio by 2020, led by acquisitions and NPDs. With a reach of more than 1500 towns and ~250K outlets on a direct basis, Piramal consumer products has touched 7 crore consumer lives pan-India.
Going back in time, we entered the OTC market in the late 90s with two joint ventures - one with Reckitt Benckiser and another with Boots Plc to market and distribute a mix of brands - some from our Portfolio and some from our partners in the joint ventures. The business acquired an independent entity from 2008. We, then, had three brands in our portfolio, catered to 24000 outlets through an 80 people team, had a topline of 113 Cr and was ranked 40th amongst all OTC companies in India. The business has since then consistently grown at a CAGR of 12% and ended FY 2020 at topline value to Rs.420 Cr. Our ambition is to reach the #3 position in the Indian OTC market in the next few years.
Strong Brand Portfolio: Saridon, Supradyn, Lacto-Calamine, i-range, Polycrol, Caladryl, Littles, Naturolax. Most brands #2 in their respective representative market
CPD has been able to establish itself among the top 2 players in emerging and fast growing categories like baby wipes, pregnancy detection kits and ovulation kits.
One of the largest distribution networks in the consumer healthcare industry.
1500+ towns, 2.8 lacs GT outlets, 12000+ Organized retail outlets and E-commerce, 1800 Field force
Association with Sourav Ganguly as the brand ambassador, for Polycrol-Antacid brand. Launch of TVCs – Lacto, Little’s, Polycrol and Saridon TVC launched
Doing our bit in COVID times: Tri-Activ hygiene range – Instant Hand Sanitizer, Disinfectant Spray, (Disinfectant liquid and masks are in the pipeline) & Neko range – Instant Hand Sanitizers and Germ Protection Wipes
Sept’19 End of Abbott agreement
Jan ‘20 – Integration of Supradyn, Becozym and Benadon
Launch of digital marketing and Ecomm channel
PEL is the distributor for Wipro’s FMCG brands in the chemist channel – Glucovita, Santoor & Chandrika
Piramal consumer products touch lives of 7 crore consumer pan India. Rank #7 in OTC players
Increase in market reach as a result of geographical expansion. Recognized as the widest network in pharma, the distribution is spread across 1,500 towns with population of 20,000 and above, comparable to Top 3 OTC players of the time.
Strong field force with 2000+ feet on ground. Automation of entire field force , enabling the real time order book on mobile phones and data analytics
Most of the brands are #1 or #2 in respective covered markets
Acquired 3 brand portfolios:
Acquired 4 brands from Pfizer, namely: Ferradol, Neko, Sloan’s & Waterbury’s Compound
Successfully integrated key brands like Naturolax, Lactobacil - leading brands in GI segment (acquired from Organon India & MSD BV)
Successfully integrated baby-care brand “Little’s, to venture into the Rs.1,000 Crores non-food baby-care category, growing at 13%
Won prestigious awards at national & international levels including – APPIES APAC, Golden Mike, Kaan, INK for media communication. Business has won “India Star Award” for packaging innovation
PSaridon Movie review wins the first International Award in Srilanka conducted by the Asian Customer Engagement forum & award
Business made an entry into baby care & GI space. Acquired littles, an established baby care brand expanding its offering to the entire spectrum in Kids segment. Naturolax, Lactobacil plus & Farizym forte strengthened PEL's positioning in gastro intestinal space.
Piramal Consumer Products starts to expand distribution reach to 50K population towns; Juhi Chawla comes on board to endorse the Jungle Magic range
Piramal Consumer Products Crosses offtakes of more than 300 Cr; Business launches India’s fastest acting mouth ulcer gel, Quik Kool, and becomes no.2 in the Mouth Ulcer Market in 6 months. Export business started in Middle East;
Media Industry recognizes Saridon movie reviews as an extraordinary media innovation:The idea wins Gold at Emvies and Kaan Media awards. Saridon Movie review also wins the Asian consumer engagement award. Another Innovation - The 'ICanhelp queries' wins the bronze at INK Newspaper awards; Partnership with Top media agencies started M/S Mccann for Communication and Madison Media for Media Planning.
Jungle Magic Mosquito Banditz: India's first Mosquito Repellent Band launched. The brand takes the market by storm and creates a new category. Team to cater to Modern Trade channel is set up.
Piramal Consumer Products ties up with Ms. Mary Kom for its antacid brand - Polycrol Plus. Polycrol Becomes Market Leader in its geographies. Lacto -Reneu :India's only U.S patented anti ageing cream launched; Piramal Consumer Products crosses 240 cr offtake value and Jumps to 7th Rank amongst all Self Care companies in India
Lacto Calamine is recognized as Superbrand; India's first Children's perfume launched under 'Jungle Magic'.
Piramal Consumer Products makes aggressive media investments - associates with the Indian Premier League and launches four new communications - First ever such association for an Self Care company.
Sales team was expanded to cover all chemists in 1 lac + population towns in India – Field strength of 1000 + : One of the largest sales teams in India.
Piramal Consumer Products crosses 150 cr of offtakes; Business acquires i-pill from Cipla. Fourth brand in its portfolio which is now a market leader in its segment; Piramal Consumer Products moves up to 24th rank amongst all Self Care companies in India; Itchmosol wins India Star Packaging Innovation awards from Indian Institute of Packaging.
Sales force expanded to cover all 10 lakh+ population towns in India; sales team now 400+ strong. A training team set up to train the new field force. Marketing expertise acquired- Specialists in Market research, Media, R&D join the team. Piramal Consumer Products launches Itchmosol – an antibacterial and antifungal skin cream.
Saridon recognized as a Superbrand; Saridon features in the Economic times - Top 100 Most Trusted brands ; A moisturizing version of Lacto Calamine containing Aloe Vera launched.
The Piramal Consumer Products business is ranked 40th amongst all Self Care companies in India with an offtake of 35 Cr. Brand Tetmosol from Piramal Healthcare is moved to the Consumer Products business
Piramal Healthcare Ltd decides to start up independently a venture to market Self Care products in India. Piramal Consumer Products set up with a small team of 5 people in Head office and a small sales team of 70 executives across India.
Under a Settlement with Boots, the entire shareholding of Boots in the JV was acquired by NPIL.
Joint venture set up with United Kingdom's leading Self Care player Boots Plc. The Boots-Piramal Join Venture hopes to bring new Self Care products to Indian market.
Piramal enters the Self Care Business with Saridon entering in licensing agreement with Roche International & acquired Lacto Calamine from Duphar Ltd