Victoria's Secret, Bath & Body Works to make national presence  ( June '8,2001, HBL)

OPEN Secrets & Lifestyles, the company which has brought in two of the world's best known personal care products, Victoria's Secret and Bath & Body Works into the domestic market, is making an aggressive pitch to straddle space on Indian dressing tables and powder rooms.

The company, which launched the brands in the lucrative Mumbai market earlier this year, is planning to roll out the products in other cities beginning next month and has projected sales of Rs 25 crores in the first year of operation. ``There is no other brand in India which offers an extensive range like ours and with disposable incomes and international travel so frequent, customers are now aware of these products and ready to spend on them,'' Mr Ashok Minawala, Director, OSL and Managing Director Danabhai Group said. OSL is a joint holding company with the ITL Group and jailer company Danabhai of Mumbai.

Meanwhile, with the company planning to launch the products in Chennai, Bangalore and New Delhi next month, customers aspiring to pamper themselves can look forward to a choice of over 108 fragrances in over 60 product categories. On offer are a range of body splashes, bubble baths, shower gels, liquid talcs, shower creams, and relaxing bath salts among others things. ``With prices ranging from Rs. 200-1000, anybody walking into our counter is assured of taking something back home,'' Mr Minawala says. The company is planning to set up exclusive counters at existing premium retail outlets with similar product profile and Mr Minawala says the next few months will see it undertaking a series of promos to encourage customers to try out the entire range of their products.

The company, which already has 60 outlets in Mumbai city plans to add another 25 outlets there by end 2001 and have over a 125 outlets in the same period, by when they hope to go national with the brand.

Victoria's Secret and Bath & Body Works are part of the $6 billion Intimate Brands Inc, US, leaders in beauty and personal care products market.