The Warriers, a traditional and leading Ayurvedic drug manufacturer in Central Kerala, is planning to launch a chain of clinics and retail drug outlets with the brand name ‘Dhathri’.
Dhathri has been the most popular brand name for the herbal OTC products of the company. The new expansion projects are being promoted under this brand name by leveraging its fame.
Warriers has floated a new division called Dhathri Ayurveda Pvt. Ltd., to take care of the marketing of all its OTC products and food supplements, besides the 1000 odd Ayurvedic decoctions and traditional ethical medicines manufactured by the parent company, Warriers Hospital and Panchakarma Centre.
Currently Warriers offers its classical Ayurvedic drugs with the Warriers brand. But in future, the company wanted to reposition itself with the Dhathri brand name.
Speaking to Pharmabiz, Dr. S. Saji Kumar, chief physician and managing director, Warriers, said all the OTC products of the company launched under the ‘Dhathri’ brand name since last year have been highly successful and popular in and outside Kerala, and the company plans further growth with various products under the same brand.
The Dhathri basket currently includes Dhathri Hair Care Ayurveda oil for arresting hair loss and dandruff, skin smoothner cosmetic Dhathri Massage oil, and two dietary supplements. Dhathri Diavitta, the dietary supplement capsule is a potent preventive precaution against Type I and Type II diabetics, and has ingredients like Green tea, Turmeric, Fenugreek and Indian Gooseberry.
The stress relieving tablet Dhathri Vitta, is a proprietary dietary revitalizer made of ingredients like Mucuna Pruriens, Withania somnifera, Asparagus Adscendens and Camellia Thea. Soon the company would launch a pain reliever with skin complexion improving massage oil and another facial pack/cream with medicinal properties under the Dhathri brand, elaborated Dr.Saji Kumar.
He said the company was in the process of launching Dhathri products in other states, and would soon launch Dhathri hair oil and massage oil in Tamil Nadu, and within a few months would extend the supply to the whole of South India. The company is in the process of establishing a dedicated marketing network by typing up with established marketing firms. As part of the expansion plans, Warriers hopes to establish a chain of Dhathri Health Stores and Dhathri Ayurvedic Centres with high quality Ayurvedic infrastructure and treatment facilities within the next five years, said Dr.Saji Kumar.
Warriers, which claims of Ayurvedic legacy dating back to more than three centuries, has GMP certified drug manufacturing facilities and a high quality 40- bedded specialty hospital at Kayamkulam near Aalappuzha. Warriers also has another division in Warriers Ayurveda, its drug research and development arm.