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Medimix: Cholayil has appointed investment banker Houlihan Lokey to manage the fundraising, which will see the family-owned group dilute a minority stake for the first time. The valuation and extent of stake dilution will depend upon the ongoing discussions. The funds will be used to expand product portfolio within the personal care segment ....
At Kerala-based Cholayil, Katheriya will be spearheading growth and diversification plans of the company across its portfolio of brands. Cholayil sells brands such as Medimix soap, Cuticura talcum power, Krishna Thulasi, among others ....
Makers of Medimix upbeat on export markets and Ayurveda-backed products At a time when there is accelerated adoption of digital platforms for purchases, Cholayil Pvt Ltd, which sells Ayurveda soap brand Medimix, is rolling out its direct-to-consumer strategy. The company, which launched its own brand site last month, is leveraging on the platform to offer a diversified range of personal care products beyond soaps. Pradeep Cholayil, Chairman and Managing Director, Cholayil Pvt Ltd, said, “We have a range of products that we sell in export markets under the brand Medimix such as facewashes, shampoos and bodywashes. We are now leveraging on our D2C platform to launch these products in the domestic market. Within a month of the launch, we have got a good response for these products.” ....