CMD S Sambhu Prasad on Amrutanjan’s ambitious march towards Rs 1,000 cr revenue

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Established in 1893, Amrutanjan Healthcare has evolved from a single product into a diversified portfolio, including its iconic Pain Balm, which remains a symbol of trust and efficacy. Over the years, the company has expanded its offerings to include cutting-edge products such as Roll-Ons, Pain Patches, and the Comfy sanitary napkin range, addressing the evolving needs of its consumers.

In this insightful Ag Talk interaction with Adgully, S Sambhu Prasad, Chairman and Managing Director, Amrutanjan Healthcare, delves into the company’s remarkable 130-year journey. He discusses the factors contributing to Amrutanjan’s enduring success, the company’s strategic plans for expansion, and its unwavering commitment to innovation and ethical business practices.

Prasad also highlights Amrutanjan’s strategic initiatives to maintain its position as a trusted household brand while exploring new categories, including women’s hygiene products and beverages. With a focus on consumer-led growth, rigorous scientific research, and adherence to natural ingredients, Amrutanjan aims to achieve its ambitious goal of becoming a Rs 1,000+ crore revenue company.

Could you share some of the key milestones in Amrutanjan’s 130-year journey and how these have contributed to the company’s success and growth?

We are a purpose-driven and innovative company with a versatile range of products. Our products are of high-quality that are rooted in the principles of Ayurveda and backed by rigorous scientific research. We firmly advocate for the use of natural ingredients, steering clear of harmful chemicals such as Diclofenac, in line with our unwavering commitment to ethical business practices.

Renowned for our iconic Pain Balm, first introduced in 1893, we’ve transcended time to emerge as a symbol of trust and efficacy in pain management with consumers not only in India, but all over the world.

Established as a public limited company in 1936 under the name “Amrutanjan Healthcare Limited”, our journey has been marked by pioneering advancements. We’ve introduced a diverse array of products tailored to meet the evolving needs of our consumers. The launch of a revolutionary product like Roll-Ons to cutting-edge solutions like the Pain Patch, demonstrates our commitment to innovation.

In 2011, recognizing the need for superior women’s hygiene products, we embarked on a transformative journey into the category. The introduction of Comfy sanitary napkin heralded a new era, offering superior quality products at an affordable price point. Today, Comfy stands as a testament to our dedication by becoming a Rs 100-crore brand last year and empowering millions of women with a comprehensive range of period care solutions, including Sanitary Napkin, Tampons, Menstrual Cups, and Period Pain Roll-Ons.

In 2016, the company forayed into the electrolyte drink category with Electro+, a scientifically developed formulation that offers taste and replenishment of electrolytes in a bottle pack.

In addition to the above products, we at Amrutanjan Health Care also offer cold and congestion relief products, including Relief Cold Rub, Inhaler, and Cough Syrup.

We started Amrutanjan Pain Management Centre (APMC) in 2011, India’s first comprehensive pain management centre offering world-class treatment. More than 10,000 patients have found freedom from pain in APMC.

How does Amrutanjan plan to maintain its position as a trusted household brand while expanding its product portfolio into new categories such as women’s hygiene products and beverages?

As a consumer-focused company, we constantly understand the evolving needs of our consumers. Our R&D team continuously expands their knowledge in medical science and technology, blending scientific advancements with naturalness. All our pain management products are clinically tested, making us the only brand that offers claims for its efficacy across the entire range. We constantly innovate to cater to the diverse needs of our consumers – Amrutanjan is the first brand in India to introduce headache and body pain relief products in a convenient roll-on format and pioneering Hydrogel pain patches, showcasing our commitment for superior products. We cater to millions of consumers not only in India, but across the world, and to address this, we export our products to 19 countries and have recently started an office in Dubai.

With the aim of becoming a Rs 1,000+cr revenue company, what specific strategies is Amrutanjan employing to achieve this goal, especially in terms of market expansion and product innovation?

Our focus will be to grow our core categories – Pain management, Beverage, and Women Hygiene. We firmly believe that there is still a lot of work to be done in our core categories given the diversity of this country, which has the highest population in the world, with different income levels, residing in metros to villages and having different needs, is a bundle of opportunities to seize.

Continuing on our consumer-led growth, we will introduce relevant and differentiated products to drive penetration and invest on our brands to develop new markets.

We are also evaluating to enter new categories in the Health & Wellness space where we can offer value to consumers.

What are the key growth drivers for Amrutanjan in the near future, and how does the company plan to capitalize on these opportunities?

We are focussing on strategic growth drivers to strengthen our position as a key player in the health and wellness segment while capturing new opportunities for expansion and innovation in the market.

Portfolio Expansion: We are actively expanding our product portfolio by extending our core brands into new formats and adjacencies. Examples include the launch of Pain Patch or launch of Comfy Period Pain Relief Roll-On

Market Expansion: We will continue to invest in our emerging and new markets to acquire consumers through brand building initiatives and distribution expansion.

E-commerce and Modern Trade: We see significant growth potential in E-commerce and Modern Trade channels, where premium product offerings can find a better fit. For example, we recently launched Stop Itch a premium, first of its kind anti-fungal powder spray which has seen an encouraging response in Ecom and MT.

Rural Growth: We see significant opportunity in rural markets as the government’s infrastructure spending and expected normal monsoon are likely to drive rural demand. We already have a comprehensive van sales programme that goes to towns with population below 10K. We will continue our efforts to expand our rural distribution by leveraging the van sales programme.

Health and Wellness: The increasing consumer’s focus on health and wellness presents an opportunity and we aim to capitalize on this trend by introducing new products.

Could you elaborate on Amrutanjan’s plans for global expansion, particularly its strategy for entering the US and European markets?

Amrutanjan Pain Balm enjoys a strong consumer franchise not only in India, but across the globe. Today, we are present across 19 countries, operating in 3 continents. We recently opened our office in Dubai and are also working towards building capabilities which can help us to reach out to consumers across US and Europe. Our vision extends beyond borders, as we aspire to establish ourselves as a truly global leader in pain management.

In what ways is Amrutanjan leveraging digitization and technology to enhance its brand presence and consumer engagement both locally and internationally?

We are embracing digitization and technology by increasing our online presence through e-commerce platforms, leveraging social media presence, launching apps like “Comfy Period Tracker” to improve consumer connect and also implementing CRM systems like SAP and Bizom to manage all customer-related information in a centralized database and build long-term consumer engagement both locally and internationally.

With the recent launch of World of Amrutanjan stores in Chennai, Delhi, and Ahmedabad, what are the company’s plans for further expanding its retail presence and reaching new customers?

The stores are an exciting milestone in the company’s journey as we continue to embrace a Direct-To-Customer (D2C) strategy. With our omni-channel approach, our aim is to provide our customers with added convenience, easy access, and a wide range of quality products tailored to meet their healthcare and wellness needs. This journey is a testament to our unwavering commitment to our customers, and we’re eagerly looking forward to expanding further, to enhance their shopping experience.