Ascent Meditech here recently launched their e-commerce platform – www.Flamingohealth.com – as part of its efforts to expose consumers to its wide range of products across the human musculoskeletal structure. Rajiv Mistry, Founder/MD, Ascent Meditech Ltd, said this portal would address the pain management needs of an entirely new generation of consumers (millennials) who are predominantly tech-savvy.
This platform would initially focus on 110 products out of the total portfolio of 320 products and has tied up with FEDEX for delivery pan-India, he said, adding that the company has appointed Bollywood superstar Hrithik Roshan as its brand ambassador for its flagship brand ‘Flamingo’ 320 products, which adhere to international certification standards for medical products in 47 countries.
Highlighting the company’s first product – the electric heatbelt – as a product introduced much before its time in 1991, he said the company’s latest focus is also on new concepts and products– including for the elderly/pregnant women — through diabetic socks, that comprise thick polymer material which provides good grip to prevent skidding, falling and shoe-bites.
“There are very few players in this sector with unorganised players mainly dominating the industry, while we are the only organized player in this sector. The orthopaedic soft goods market is around Rs 2,000 crore in India itself and there is great opportunity for growth,” he said, adding “We have triggered growth in this market for the organized sector, where there is not much awareness and 19-20% growth is expected at present.”
Dipayan Kundu, Manager, Brand Marketing, Ascent Meditech Ltd, said today’s millennials worked upto 14 hours daily and this, coupled with many people’s sedentary lifestyle, has led to back and other problems. The company’s 320 products focused in this direction included affordability with its CAGR rising above 35% over the past 27 years, he said while pointing out that its heat-belts sold 85,000 pieces by December 2018 and this figure is expected to grow by four times in the years to come.
