Soap success: Medimix reports business surge as coronavirus spreads
Over
the past few weeks, Medimix, the low-key medicinal soap brand that was
once the staple of budget hotels and rail travel has found itself thrust into
the limelight. Born and sold as a cure for skin ailments, the brand that turned
50 last year has never seen such a massive crush at its shelves. So much so
that the company is struggling to keep up with demand.
Medimix
is owned by two companies. Cholayil in the North run by the son of founder V P
Sidhan, who is said to have mixed herbs and oils on his kitchen counter to make
a medicinal mix and then named the soap thus, and AVA, in the South, owned by
his son-in-law. Although the two are run as separate businesses, they share the
brand name. And while Ava has seen a huge surge in demand, for Cholayil, there
is a perceptible shift in the way the brand is being perceived.
A V
Anoop, managing director, AVA Group says demand for the products, especially
for hand wash (liquid soap) has increased by nearly 25 per cent. “The growth
came as sweet surprise for the segment, which was de-growing,” he said.
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