As Medimix Turns 50, Ava Group Sets Rs. 500-Cr. Sales Target
Kochi: AVA Group, the makers of Medimix handmade soap, is looking at a sales turnover of Rs. 500 crore in South India in FY20 as compared to Rs. 300 crore registered in the last fiscal.
Medimix soap has turned 50 this year and on the occasion the company has lined up new products such as Medimix hair oil, shampoo and body wash. These products are expected to hit the market in the next two years. Dr. A V Anoop, Managing Director, AVA Group and Vivek Venugopal, Director unveiled the Group’s ambitious plan in Kochi recently.
As part of the Golden Jubilee celebrations, the company also announced a new line up of products such as Medimix hair oil, shampoo and body wash
Today, AVA Group has six plants across South India for Medimix. Each plant produces approximately one lakh soaps every day. Medimix in South India alone accounts for 850 tonnes of soap per month. In FY19, the Group has crossed 10,000-tonne production mark.
Besides Medimix, the Group also owns brands such as ‘Melam’ and ‘Kaytra’ in the FMCG segment. The company will launch this year a series of programmes to support the development of communities near its factories.
AVA Group still maintains the legacy and originality of handcrafted soap in the era of mechanized production. Medimix originated in 1969 in Chennai when Dr. V P Sidhan, who was a doctor with the Indian Railways, began making soap to treat skin ailments among railway workers. Buoyed by its mention on prescriptions written by doctors treating skin conditions and the confidence his friends placed on him, he turned the homemade remedies for skin ailments into a successful business proposition and created a legacy product.
Commenting on the journey of Medimix, Dr. A V Anoop said, “The art of making soaps by hand is dying now, but we at AVA through a series of innovations and cost-effective measures, and with the support of a strong and committed workforce have been able to grow into the world’s largest selling handmade soap. In this 50th year, we are happy to honour and support our stakeholders who have been associated with us since the beginning. We are also planning to launch activities for the development of the communities near our factories. Yet another initiative has been the dedication of ‘Sanjeevanam’, a multi-specialty Ayurveda hospital in Kochi, to Kerala and Ayurveda.”
Till 1990s, Medimix had only one product, Medimix Classic. Over the years the brand has extended into glycerin and sandal variants in the soaps segment, apart from handwash. With a combination of 18 unique herbs, Medimix is a purely herbal brand.
“The manufacturing process of Medimix is very interesting and unique. The employees come up with innovative ideas and ways, and the products are designed with the help of machineries that work without using electricity. Every month, the company receives ideas from all workers and an in-house team studies these ideas. If the trial is successful, the company implements the idea across its units,” he said.