Subhash Chandra, Essel Group chairman, will launch a beauty brand named after himself in the US market, under the newly floated subsidiary Natural Wellness. Dubbed as Chandra, the brand will offer products in hair care and skincare.
The company is an extension of Essel Group’s lifestyle and wellness television channel in the United States, under the name Veria. The channel has been supported by retail presence (wellness products) and a website.
In addition to the existing organic brand, Veria, Chandra will be taken under the wholly-owned subsidiary company of Essel Group, Natural Wellness USA, launched last year. According to Syed Nauman, head of Sourcing, Asia, Natural Wellness, US, “Chandra will be a unisex brand. It will comprise beauty products sourced mostly from the Indian market.”
The company has sub-contracted a New Delhi-based herbal products manufacturing company, Nature’s Essence, to supply the range under the Chandra brand of products. “We received a huge order of Rs 50 crore from Natural Wellness to supply to Subhash Chandra’s company in the United States,” a Nature’s Essence spokesperson told Indiaretailing.
Apart from FMCG products, the company is also outsourcing garments from a host of textile manufacturers making ‘organic’ garments in India. With intentions of launching 400 stores under the name Veria Wellness Centre across the United States, the company has appointed a president for the region. The first store is expected to open in the city of Dallas later this year. The company plans to appoint franchisees once the business expands.
“The United States is a big market for organic items, but it is mostly food and beverages that have organic chain stores in the country. We will also be launching organic garments under Veria, and it will be endorsed as an eco-organic, sustainable textile by a Holland-based certification body,” Nauman added.
After tapping the US market, Natural Wellness is expected to enter the European markets with plans of entering India at a later stage.