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Our Bureau

Chennai, July 24 Jolie Fashions India Pvt Ltd, owned by Jolie (Mauritius) Ltd, has launched a range of deodorants and perfumes under the brand ‘She’, in Chennai.

Announcing the launch, Mr Jayram Menon, Chairman of the Menon Holdings Group (parent company of Jolie (Mauritius) Ltd), said the product range is targeted at teenage girls.

The company chose Chennai to be the launch pad for the country because “it’s a price- sensitive and cost conscious market”. Once the brand is established here, then it will move into neighbouring States before a pan-India rollout.

“This may take less than 18 months from now,” said Ms Shilpa Menon, Managing Director of the company. The brand has been launched in six fragrances in the price band of Rs 200 to Rs 1,800.

The brand is present in over 30 countries in West Asia and Europe.

Ms Menon said the ‘She’ range of deos and perfumes is only a prelude to a slew of other products from Jolie. “After this, we will extend this product category to men. We also plan to introduce a She range of colour cosmetics and other accessories such as coolers for women in the next couple of months,” she said.

Jolie Fashions is currently importing the product range from Turkey. “Once we reach justifiable volumes, we will identify a suitable company in India to manufacture these products for us,” said Ms Menon.

With all these plans, Jolie Fashions targets a “modest turnover” of Rs 60 crore in the first three years.

Jolie (Mauritius) Ltd is the holding company of the lifestyle brand Jolie. Incubated by the €2.6-billion private equity company United Capital Partners (Mauritius) Ltd and the Mauritius-based Menon Holdings Group, Jolie (Mauritius) is a venture capital fund with interests in telecom, media, entertainment and energy.

More Stories on : New Products & Services | Cosmetics

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