Though details on the product are not being revealed, Fem joint managing director Sunita Ramnathkar, says: ``Our market research showed that men were using the Fem bleach (the product is targeted at women) as a cleaning agent. In particular, men with scooters and motorbikes apply the bleach when they ride on the roads. It helps them to keep the face clean from dust and pollution. So we decided to launch a bleach for such men.''

The company is also test marketing another new Fem product: pre-coated wax strips for women. Currently, Fem fairness bleach (for women) is the company's flagship brand and accounts for 75 per cent of the turnover of Fem Care Pharma.

Along with its cosmetic range of products, the fairness bleach is distributed to over three lakh retail outlets by 750stockists throughout India. These stockists are serviced by over 160 sales personnel through 14 depots located in different regions in the subcontinent. The wax strips would be sold through this distribution route (see box).

Fem has also revamped the image of all Fem products to give them a global look and to bring its entire range under one uniform look. Earlier, each Fem product followed a distinct packaging strategy which though in itself was complete, had no distinguishing feature to convey that all the products came from a single company.

According to the new design strategy, each Fem product uses black and white in combination with a gold wave running across the entire pack and a very bright colour above the wave. The Fem logo stands out against the bright background.

As it is targeting exports aggressively, it was important for Fem to give its range an international look. While in 1997-98 exports stood at Rs 22 lakh, Fem exports were Rs 45 lakh in 1998-99. For 1999-2000, it has incorporated a newcompany -- Fem Exports Pvt Ltd-to give a boost to exports.

Closer home, Fem is deliberately targeting niches to stave off the threat from competition. Says Manoj Sadhwani, manager, sales promotion: ``If you look at the MNCs, they have either mass market or premium market brands. We are a niche product company. Our core strength lies in making niche products which do not have any competition.'' Nevertheless, Fem spent Rs 6 crore on its ad-budget last year.

The company recently diversified into international wear for Indian women too. Under the Barcode brand, it opened its first outlet atHeera Panna shopping centre in Haji Ali, Mumbai. Says Ramnathkar: ``So far in India, urban womenwear has been dominated by traditional clothing. Also there is no brand which has a national presence. On the other hand, western wear has been restricted to a few designer labels that are out of reach for most Indian women. With Barcode, we hope to bridge the gap.''

The company has grown by 45 per cent from a Rs 14.89 croreturnover in 1997-98 to Rs 21.85 crore in 1998-99. The company expects to post Rs 30 crore in the coming financial year. While the company started operations in 1982, Fem Care Pharma has begun exporting its products to USA, UAE, SAARC, Far East and African countries in the last two years.

Fem mulls direct selling division

According to market sources, Fem Care Pharma is currently exploring plans to enter direct selling. The new division for direct marketing will be a subsidiary of Fem Care. It will operate as a separate profit centre, and have 30 products under three categories: hair and skin care, household products and vitamin preparations. Initially, while the bleach for men would be routed through salons, it is possible that the product will later bedistributed through the direct selling route.