Published On:December 9 2016
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Kayam Churna goes overseas, makers plan unit in Dubai.

Bhavnagar-based herbal lifestyle products maker Sheth Brothers, popularly known for Kayam Churna, is foraying overseas with a manufacturing unit at Dubai. According to the family based company, the third generation at the firm will take care of its overseas business. Sheth Brothers had grabbed eyeballs with its in-film branding of Kayam Churna in the Amitabh Bachchan starrer Piku.

'Currently, we are exporting mostly to the Middle East countries. Demand is growing for our products which has led to the need for setting up a manufacturing facility in Dubai in near future,' said Deven Sheth, managing director of Sheth Brothers. The unit is likely to come up in next two years.

Sheth Brothers are expecting to peg a turnover of Rs. 200 crore in next two years from current Rs. 100 crore, of which nearly 20% comes from exports. Sheth Brothers are eyeing the Middle East and parts of Europe for exports growth, though the domestic sales will continue to hold higher share for a while. The company has in last four years, invested about Rs. 10 crore for capacity expansion.

To begin with, the company will first open its marketing office at Dubai and will observe the potential of market and also will check export potential from Dubai to European countries.

'Our first overseas office will be in Dubai and it will take care marketing and distribution network for Middle East countries. Based on demand we will increase supply from Gujarat for next two years and after that, we will set up manufacturing unit,' said Sheth.

However, the third generation of Sheth Brothers too is being readied to take over the reins in near future through the Bhavnagar-based Ayurvedic product company's international foray.

The third-generation siblings of Vedant and Falak Sheth who had joined the company three years back are set to head towards Middle East to handle the company's Dubai operations. According to Deven Sheth, the first such overseas office in Dubai will help the company's foray into Europe and other western world markets even as it poses the right opportunity to groom the next generation.

'We are well established in India and now looking to tap international market. We have decided to open our first overseas office in Dubai as it is a much easier way to enter Europe and other western world markets. The new generation of our family will look after it. This is the first time we are giving full power and command to them,' said Deven Sheth.


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