Cipla Health signs agreement and strengthens beauty game with Ivia brands

Cipla Health Limited (CHL), the wholly owned subsidiary and consumer healthcare division of Cipla, has signed a Business Transfer Agreement (BTA) to acquire the cosmetics and personal care distribution and marketing business of Ivia Beaute Private Limited, India, including IVIA’s brands , namely Astaberry, Ikin and Bhimsaini, worldwide. Financial details of the deal were not disclosed.

This strategic move is in line with Cipla’s focus on improving its consumer care and wellness portfolio, the company said on Monday.

Building on its strong presence through a cluster of brands in Tier 2-6 cities, CHL is strengthening its position in the fast-growing beauty and personal care sector targeting India’s aspirational consumer.

“The growing adoption of beauty and personal care products in Indian households signals a prominent trend, positioning the market as pivotal to CHL’s expansion efforts. With a brand history of over 16 years, Astaberry targets consumers with a wide range of unique products to help them meet their skin care needs. These brands complement CHL’s offering in the skin care segment and enrich the portfolio with trusted and effective solutions for consumers,” the company said.

The transfer of business activities is dependent on meeting certain conditions stated in the BTA. If these conditions are met, CHL will initiate the distribution and marketing of the products.

Shivam Puri, CEO and full-time director of CHL, said: “This move not only strengthens our presence in the vast and dynamic beauty and personal care sector, but also builds on our established footprint in Tier 2-6 cities. Our target group is critical and looking for variety, especially when it comes to new brands in the field of personal care. The integration of Astaberry, Ikin and Bhimsaini into our portfolio seamlessly complements our existing offerings across key over-the-counter/consumer healthcare categories, enabling us to deliver comprehensive solutions that effectively meet the diverse daily needs of our consumers.”

CHL has created more than 20 strong brands within its portfolio in all major categories: smoking cessation (Nicotex), cough and cold therapies (Cofsils and Naselin), pain care (Omnigel), painkillers (Paracip), oral rehydration therapy/drinks (Prolyte) , Vitamins, minerals and supplements (Maxirich), topical antiseptics (Cipladine), antifungal solutions (Clocip), weight gain (Endura Mass), maternal, child and feminine hygiene (Mamaxpert and Evexpert) and skin and hair care (Cetafresh, Rivela and Tugain). Most of these brands have achieved leadership positions in their respective categories.

Cipla’s consumer healthcare subsidiary was founded in 2015.

First print: April 15, 2024 | 9:06 PM IST