Hindustan Lever Limited (HLL) has signed a pact with the Coimbatore based Arya Vaidya Pharmacy (AVP) for co-promotion of Ayush Therapy centres, initially in the south and later throughout the country. Following the pact, AVP has agreed to extend its technical support to the first Ayush Therapy centre functional in Chennai for the last three months. HLL has recently forayed into the Ayurvedic segment promoting the Ayush brand of herbal products.

The therapy centre besides promoting the Ayush brand of products will also promote AVP's treatment and products. According to AVP sources, the pact is an attempt to combine tradition with technology.

The pact has benefits for both the companies. While HLL using AVP's traditional treatment methods and products would be able to leverage on the same to push sales of the Ayush brand of products, AVP would benefit from the fact that these therapy centres could become point of sales for its products besides raking in revenue for extending its treatment expertise. AVP has three therapy centres in Coimbatore and the therapy centres being set up by HLL will only extend the number of centres where AVP would be providing its treatment expertise.