Continuing its modernization make-over, 110-year-old FMCG brand and traditional medicines player Hamdard Laboratories says that the company is planning to host its own e-commerce platform to sell its products online.
The company which sells iconic products like Rooh Afza sharbat, Safi blood purifier, Roghan Badam Shirin, Joshina, Sualin and Cinkara tonic, among others is already present at all the big marketplaces and hyperlocal players including Amazon, Snapdeal, Grofers, among others.
“We have recently revamped our website and I think it is capable of hosting an e-commerce channel and we are in the process of talking to some back-end vendors as well,” Chief Marketing and Sales Officer, Hamdard India, Mansoor Ali, told Indiaretailing Bureau, adding that “currently they have no timeline for the launch.”
“E-commerce is definitely one of the most important distribution channels for any brand today and we are also looking at it closely. We will definitely foray into it, though not in the near future as I believe every business needs to kick-in when you reach a certain scale and a mass. We want to first embed in all the websites and aggregators before launching our own platform,” Ali adds.
The company currently reaches out to 5 lakh outlets directly.
Over the last one-and-a-half years, the company has been on an overdrive to revamp and innovate its Rs 600 crore business by keeping wide product offerings and modern-day consumers in mind. Hamdard is in transformation mode, overhauling its products portfolio, packaging, distribution, marketing and communication.
For Hamdard, a major spotlight moment will occur just a few months away when its iconic Rooh Afza brand – which enjoys a 40 per cent market share in the Rs 750-800 crore powdered drinks and syrup segment – will be sold in ready-to-drink Tetrapaks or PET bottles in different flavours including lemon and orange. The move is in tandem with the company’s vision to make its products relevant and ‘cool’ to young consumers.
Hamdard has also recently forayed into retail with the launch of its flagship wellness centre in Delhi which sell all company products, besides traditional medicines, and have therapy rooms and doctors. In the first year, the company plans to set up ten wellness centres, with an average size of 1500 sq ft. All these stores will be company owned.