Medimix makers foray into healthcare, to set up 100-bed hospital in Kochi

A decade ago, an amicable business split of the Cholayil group founded by the late Dr VP Sidhan left Anoop with the southern market share of Medimix. Steady growth, strategic plans to expand business, exploring new opportunities and markets apart from not shying from trying out innovative formats have made it possible for the AVA group to clock a turnover of Rs 220 crore for the current year. “We are confident of breaching the Rs 250 crore mark for the fiscal ending 2016-17,” he said, noting that 35 to 40% of Medimix sales come from Tamil Nadu alone.

So, what exactly led him to develop the blueprint for the hospital foray? According to Anoop, Sanjeevanam has carved a niche for itself as a holistic health centre brand that essentially provides services like Ayurvedic therapy, beauty treatments and vegetarian food. “But, when it comes to Ayurveda, Kerala is still the name that resonates with everyone - be it domestic or overseas. Hence, it was logical that we test that location before we try out any other destination,” he opined.

Giving an overview of the group’s growth plans, he said it is in the process of setting up a manufacturing plant for Melam, the Kerala brand it acquired to signal its presence in the ‘masala’ (spices and condiments) market. “We have spruced up the brand by focusing on quality and packaging. The soft launch of Melam has yielded a good response. Already we have over 60 SKUs (Stock Keeping Units),” Anoop said, noting that the food business offered more scope than cosmetics.

With this category proving to be promising and growing one, he has chalked out plans to take Melam to international markets such as Australia, the UK, Singapore and the Middle East. A strong customer base for Medimix has enabled the group to diversify into newer territories. 

“Customers’ trust has helped us enormously. We are even planning to introduce traditional snacks to leverage the Melam brand! Spices to breakfast to vegetarian to non-vegetarian masala to pickles - all are popular,” Anoop said, explaining the rationale behind setting up the AVA Gulf Trading Dubai entity in free trade zone there to drive overseas marketing. AVA has also started marketing its ‘Divine’ brand of soaps targeting the African and Middle-East countries. 

Dwelling on a new partnership with well-known beautician Ambika Pillai, Anoop said it was a 50:50 joint venture named AVA & AP Naturals. This crucial tie-up would enable customers to access facial and hair products. Kerala, online sales and Tamil Nadu are the channels that the JV is banking upon to drive sales. “Our products will be available in the market within two months,” he said without divulging the investment details.