Local Brand, National Reach: Hindocare’s Luvmark soap and Calcybrite toothpaste triumph

Team Udayavani, Oct 7, 2023, 6:29 PM IST

Luvmark Beauty Soap and Calcybrite Toothpaste, the flagship consumer products of  Hindocare India Pvt Ltd operating at Belapu KIADB Industrial Park, have garnered significant interest in the market across South India.

Hindocare India Pvt. Ltd is a leading manufacturer of a wide range of soaps, toothpaste, face wash and other cosmetics. With both soap and toothpaste manufacturing under one roof, the organisation is one of the largest manufacturing plants in South India.

Producing a Range of Flavors

Luvmark and Faye beauty soaps, available in over 20 distinct flavors including gram flour (besan), sandalwood, neem, turmeric, coffee, mango butter, and jasmine, are being manufactured at the first industrial plant in coastal Karnataka. These products are meticulously packed in sachets and boxes. Notably, the chickpea flour soap variant is witnessing an unprecedented demand, with sales exceeding lakhs per month.

Expanding Market Reach

While Luvmark Beauty Soaps have gained traction in Karnataka, their popularity extends to Kerala, Goa, Tamil Nadu, Andhra Pradesh, Telangana, and select northern regions. The distribution network spans over 30,000 retail outlets, facilitated by more than 250 dedicated distributors.

Eco-Conscious Manufacturing

The manufacturing plant is equipped with state-of-the-art automated processing and packaging machinery, churning out an impressive 24 tonnes of soap daily. There exists potential for scaling up production to 72 tonnes based on market demands.

The plant also boasts an 8-tonne daily production capacity for toothpaste, with the ability to expand to 24 tonnes as per market requirements. Furthermore, its automated packaging machines are capable of producing and packaging 120 toothpaste tubes per minute.

The facility features a cutting-edge quality control laboratory, complete with microbiology instrumentation, ensuring stringent quality standards. Additionally, the plant is lauded for its environmentally friendly initiatives, including a water treatment plant, rainwater harvesting system, and independent sewage and waste treatment facilities.

Empowering Rural Employment

The venture has provided employment opportunities for 55-60 individuals within the plant, prioritizing local hires. The marketing and distribution division has engaged over 100 personnel, contributing significantly to rural employment in management, packaging, and marketing roles.

Fulfilling a Vision for Local Branding

Hindocare India Pvt. Ltd., based in Belapu, embarked on this venture with the vision of establishing an eco-conscious, community-oriented industry to introduce a Karnataka-based brand on a national scale. The factory’s success in meeting this objective is evident in the high demand for Luvmark Beauty Soap and Calcybrite Toothpaste. The endeavor has not only created jobs but also bolstered the socio-economic landscape of the region. “Luvmark Beauty Soap has become famous all over the country after being established. We are proud to have played a part in Belapu’s growth.” – Kirsten Farias, Managing Director, Hindocare India Pvt. Ltd.

Belapu: A Beacon of Development

Deviprasad Shetty, President, Belapu Gram Panchayat, expressed his satisfaction with Belapu’s development, stating, “Belapu has emerged as an exemplary model for rural development at the district, state, and national levels. Over the past decade, the village has evolved into an educational, industrial, and tourism hub.” The establishment of a 58-acre industrial park through KIADB, with a focus on eco-friendly and community-centric enterprises, further exemplifies this growth. Hindocare India Pvt. Ltd. stands as the pioneering organization in this endeavor, marking a significant milestone in the village’s journey towards recognition, he said.