Date:10/07/2008 URL: http://www.thehindubusinessline.com/2008/07/10/stories/2008071051300500.htm

Back Oriflame to introduce 349 new products

Bindu D. Menon

New Delhi, July 9 Oriflame India, a wholly owned subsidiary of Swedish direct selling major Oriflame, will introduce 349 new products in India this year to keep pace with demand from the personal and skin care segment.

“We have about 550 stock keeping units in categories like skincare, colour cosmetics, toiletries and fragrances. This year, we will be adding 349 new products to our portfolio. Indian market is growing aggressively on the back of the rising consuming class and we want to consolidate our presence here,” Mr Fredrik Widell, Managing Director of Oriflame, told Business Line. The direct selling company, which has been in India for the past 13 years, said the decade-long presence in the country has helped it to get a keen insight into the Indian market. “Last year we grew by as much as 69 per cent and this is a very positive sign for the industry. Currently, we have over one lakh distributors who operate through the direct selling network channel. The direct selling channel in India too is gaining momentum backed by awareness,” he said.

Asked if the company will enter the retail channel, Mr Widell said, “No. We would stick to our core competency.” For the current fiscal, Oriflame has earmarked Rs 14 crore for its marketing related activities in India.

Oriflame, which has a facility in Noida, said almost 75 per cent of its products are imported. “Certain products, which have been customised for the Indian market, are manufactured locally.” At least 60 products from the Indian facility are also exported to nations where Oriflame has a presence.

Mr Widell said Oriflame products are priced as mid-market. “We are not looking to compete with the mass market brands. Oriflame has been positioned as an aspirational brand.”