OMVED Therapies, a venture of German-based J E Hammer Group, is aiming to boost its market presence by expanding footprints in tier-II and tier-III cities across India in the coming fiscal year. The vegan ayurvedic brand eyes to launch 100 new stores across the country by mid-2020.
The brand will be targeting cities like Delhi, Gurugram, Noida, Kolkata, Chennai, Lucknow, Patna, Indore, Chandigarh, Ahmedabad, Pune, Jaipur, and Goa for expansion. Currently, OMVED Therapies has a total of four store presence in three cities, including Mumbai, Bangalore, and Hyderabad.
Vaasu Birudukota, Director and COO, OMVED Therapies, said, “Our vision is to emerge as the number one player in the ayurvedic brand. And to get there, we are looking to ramp our network year-on-year. As part of our expansion strategy, we will be looking at opening more stores at the airports, boutique hotels as well as spa resorts. However, we will continue opening stores in malls that cater to the premium class as well as in tier-II and tier-III cities.”
Recently, the company has launched its new flagship store at Inorbit Mall in Vashi, Mumbai. It offers more than 100 organic, non-toxic handmade products, ranging from Baby care, Skincare, Haircare, Baby care, Health, and Aromatherapy. These products are made in India by local artisans and tribal craftsmen.
Ayurvedic products market
In India, the lifestyle business is booming and there is a renewed global interest in Ayurveda due to a variety of factors. The market for ayurvedic products will likely reach $8 billion by 2020.
“Our positioning is simple, we offer pure, holistic and efficacious treatments for beauty and wellness based on authentic Ayurvedic prescriptions. Our purpose is to bring authentic Ayurveda to the world through effective formulations as well as elegant and contemporary packaging. Our consumers are women and men looking for safe, gentle and highly effective remedies for their beauty and wellness needs who are also conscious about reducing chemical or non-natural elements in their lives,” Birudukota stated.
Brick-and-click business model
OMVED Therapies allocates a significant amount of its resources in terms of finance, manpower, and time for online marketing. The objective of the company is to have a well-synergized brick-and-click business model.
Birudukota further added, “We have a dedicated team who looks after the digital marketing to reach our customer base within India as well as overseas market and get our brand at their doorsteps. We have extremely high traction through an e-commerce platform with an average of 40 per cent sales.”