Modicare to add 1.3 lakh sales agents in 3 yrs

Direct selling firm Modicare, which sells beauty and cosmetic products, today said it plans to more than double its sales force to around 2.5 lakh consultants in the next three years to expand base and strengthen its presence across the country.

The company, which is eyeing a turnover of Rs 500 crore by 2013, is also looking at expanding its product portfolio and foray into the men's grooming segment this year.

"As we expand to more cities, particularly in the Tier II and Tier III, we will also be increasing the strength of our consultants. We currently have around 1.2 lakh consultants. In the next three years, we want to increase it to 2.5 lakh,"
Modicare Chief Executive Officer Amrish R Anand told PTI.

He said the company is currently focused on expanding its geographic reach and has identified 18 cities as key places to increase its presence.

"We have identified 18 focus cities like Ranchi, Patna and Lucknow for the next three years. We will also open more centres in these cities," he said.

At present, Modicare has 40 centres across the country. The firm plans to add five more in the coming years, particularly, in the North Eastern states and Western parts of the country.

Besides, the company will also get aggressive in building its brand to compete with multinational rivals like Amway and Oriflame. Apart from using print media, the firm is also planning to tap the internet and digital media to overcome logistics and infrastructure challenges.

On increasing company's product portfolio, Anand said: "We are also putting a lot of investment on product innovation. We are expanding our skincare products and introducing our men's fairness range in this year."

At present, Modicare operates in nine categories, including skincare, colour cosmetics, health and wellness. The company has recently tied up with Japanese Panasonic to sell the latter's beauty and home care products.