Cipla Health Limited (CHL), a subsidiary of Cipla focusing on consumer healthcare, has entered into a business transfer agreement (BTA) to acquire the distribution and marketing operations of cosmetics and personal care from Ivia Beaute Private Limited, India. This agreement includes worldwide rights to IVIA’s brands like Astaberry, Ikin, and Bhimsaini. Specific financial details of this transaction remain undisclosed.
The decision reflects Cipla’s strategic goal of expanding its consumer healthcare and wellness lineup. By concentrating on a range of brands in smaller Indian towns (Tier 2-6), CHL aims to strengthen its presence in the rapidly growing beauty and personal care market, targeting India’s ambitious consumers.
“The increasing adoption of beauty and personal care items in Indian households indicates a significant trend, making this market essential for CHL’s expansion,” stated a company spokesperson. Astaberry, with a legacy spanning 16 years, offers a diverse line of skincare products that cater to various needs.
The business transfer is contingent upon meeting specified conditions outlined in the BTA. Once these conditions are fulfilled, CHL will commence the distribution and marketing operations for these products.
Shivam Puri, CEO of CHL, emphasized, “This step not only consolidates our position in the expansive beauty and personal care sector but also expands our presence in Tier 2-6 cities. Our target consumers value variety, especially with new personal care brands. Integrating Astaberry, Ikin, and Bhimsaini into our portfolio complements our existing offerings, empowering us to provide comprehensive solutions that effectively meet our consumers’ diverse everyday needs.”
CHL boasts a portfolio of over 20 strong brands across key categories, including Smoking Cessation (Nicotex), Cough and Cold Therapies (Cofsils and Naselin), Pain Care (Omnigel), Analgesics (Paracip), Oral Rehydration Therapy/Beverages (Prolyte), Vitamins, Minerals, and Supplements (Maxirich), Topical Antiseptics (Cipladine), Anti-fungal solutions (Clocip), Weight Gain (Endura Mass), Mother, Child and Feminine Hygiene (Mamaxpert and Evexpert), and Skin and Hair Care (Cetafresh, Rivela, and Tugain). Many of these brands hold leadership positions in their respective categories.