#### **Overview** Ador Multi Products Limited (AMPL), established in 1986, is a prominent India-based contract manufacturer in the personal care sector and a key player in India’s evolving clean beauty and sustainable personal care ecosystem. As part of the 115-year-old Ador Group, AMPL has transformed from a traditional manufacturer of skincare and grooming products into a diversified, vertically integrated business focused on **contract manufacturing as a service (MaaS)**, **brand development**, and **direct-to-consumer (D2C) platform building**. With a manufacturing facility in Puducherry and over 40 years of operational legacy, AMPL serves leading national and international brands while simultaneously building its own portfolio of high-growth D2C brands. The company is currently undergoing a strategic transformation under new management and fresh capital infusion, aiming to expand into **real estate development** as a parallel growth and financial resilience lever. --- #### **Core Business Segments & Strategic Focus** ##### **1. Contract Manufacturing & Third-Party Services** AMPL is a **market leader in hand sanitizers**, attributed to one of India’s largest alcohol production capacities. It provides end-to-end manufacturing services for: - Hand sanitizers - Hand wash - Skincare (serums, face wash, moisturizers) - Talcum powder - Hair care - Body care It operates a fully **ISO-certified facility in Puducherry** with dual production lines (liquids/creams and talcum powder) and holds key regulatory licenses: **Ayurvedic, Ayush, cosmetic, pharmaceutical, and alcohol manufacturing permits**, ensuring compliance across diverse product categories. **Key Capabilities:** - Flexible minimum order quantities (MOQs) ideal for startups and agile brands - Packaging options: bottles, tubes, drums (up to 50L) - Enhanced automation, including a dedicated **tube filling line** for serums and gels - In-house **R&D, formulation**, and **testing labs** (under development for clinical validation) - Digital library of **5,000+ plug-and-play formulations** - Full supply chain management, including import of niche raw materials **Client Base:** - **Established FMCG Brands**: Himalaya Drug Company, Wipro, TTK, Argus, VLCC - **Emerging D2C Brands**: Baypure, Cocomo, Inde Wild - **Global/D2C Clients**: Unilever, international skincare brands in incubation --- ##### **2. Own & Partnered Brands – Building a "House of Brands"** AMPL is strategically pivoting toward higher-margin branded businesses through **acquisitions**, **joint ventures**, and **exclusive brand partnerships**. It manages and owns stakes in several subsidiaries and brands, aiming to create a scalable **"House of Brands"** model. **Subsidiary & Key Entity:** - **1908 E-Ventures Pvt. Ltd.** – A subsidiary and sister concern, founded in 2016, which operates: - **Sublime Life (www.sublimelife.in)**: India’s largest **clean and sustainable beauty platform**, recognized as the **only plastic-neutral-certified** e-commerce site in the sector. - Hosts **150–200+ global and domestic brands**, including Martiderm (Spain), Faith in Nature (UK), Cowshed (UK), and K-beauty labels. - Strong digital presence with **~70,000 Instagram followers**, live shopping, influencer marketing, and a **cosmetologist-led consultation service**. - Raised $2M in 2022 from **Roots Ventures** and prominent HNIs to scale operations. **Brand Portfolio (Owned, Joint Venture, & Exclusive Partnerships):** | Brand | Type | Details | |------|------|--------| | **Coccoon** | Acquired | Youth-focused skincare/haircare brand (launched 2017); paraben-free, clinically tested; 18+ SKUs, expansion plans for 30+ new launches. | | **Santic** | Acquired | D2C home cleaning & hygiene brand; 25+ products, with monthly new SKU rollout strategy. | | **Anatomicals Ador India Pvt. Ltd.** (JV) | Joint Venture with Anatomicals UK | Manufactures and distributes locally; sells via Shopify, expanding to marketplaces and retail. MoU signed for export to USA & Middle East. | | **23 Yards** | Joint Venture | With cricket legend **Ravi Shastri**; men’s grooming brand with digital and offline expansion plans. | | **Be the Solution** | In-house | Hand and seat sanitizers; launched during pandemic to meet hygiene demand. | | **Booth & Berkeley** | In-house | Amazon-exclusive men’s grooming line. | | **Influence** | In-house | Part of D2C portfolio; targeted at youth and influencer communities. | AMPL’s brand strategy is centered on **clean ingredients, sustainability, digital-first reach, and clinical efficacy**, aligned with rising consumer preference for ethical and transparent beauty. --- ##### **3. D2C & E-Commerce Platform (Sublime Life Ecosystem)** The **Sublime Life platform** is a critical growth engine, combining **branded product retail**, **platform-as-a-service for emerging brands**, and **content monetization (Sublime Stories)**. It averages **200+ orders per day**, with an AOV of ~₹1,250 and has served **150,000+ customers**. The platform supports: - **End-to-end brand acceleration**: From concept to market (R&D, manufacturing, testing, packaging, distribution, marketing) - **E-commerce fulfillment** and influencer campaigns - **Offline presence**: First **experiential store opened in Gurgaon** (2022) - **Live shopping, podcast series, and digital content** The company plans to grow the platform to **4,000+ products** and **200+ brands** within the next three years. --- ##### **4. Strategic Partnerships & Expansion** - **Exclusive International Tie-Ups**: Martiderm (Spain), Faith in Nature, Cowshed (UK), and upcoming launch of a French brand. - **Sustainability Collaborations**: With **Mend Packaging** (eco-friendly packaging) and **Climes** (carbon-neutral impact). - **Technology & Infrastructure**: Partnering with Amazon India for brand distribution and e-commerce expansion. --- #### **Financial & Operational Highlights** - **Revenue (Jul 2025 Review Period)**: ₹217.97 lakhs (down from ₹515.14 lakhs YoY) – attributed to reduced sanitizer demand post-pandemic and raw material supply disruptions. - **Previous Revenue (FY23)**: ₹588.75 lakhs (down from ₹720.81 lakhs) due to similar macro headwinds. - **D2C Contribution**: Accounted for **50% of revenue in FY22**, indicating strong traction in branded operations. - **Cost Optimization**: Shifted to a **single, high-capacity Puducherry factory**, improving productivity and reducing overheads. - **Margin Strategy**: Reduced marketing spend on legacy brands; focused on high-margin contract manufacturing and owned brands. --- #### **Leadership & Management Transformation** - **New Management & Investor Influx**: A restructured leadership team backed by fresh capital is driving strategic renewal, including **diversification into real estate**. - **Mr. Vinay Kumar Singh (Appointed May 2025)**: - Former **Founding MD of NCRTC**, led India’s first **Regional Rapid Transit System (Namo Bharat)**. - Bringing large-scale **infrastructure and project execution expertise** to lead AMPL’s **luxury real estate ventures**. - Strategic intent: Use real estate to **generate stable cash flows**, support long-term growth, and de-risk the business. --- #### **Competitive Strengths** - Fully **integrated value chain** (R&D, manufacturing, testing, supply chain, e-commerce) - Strong **B2B client relationships** and **repeat business** from FMCG leaders - **Agile manufacturing model** supporting startups and global brands - **Strategic shift to D2C and premium clean beauty** with high-margin potential - **Scalable infrastructure** and compliance certifications - **Geographical advantage** of Puducherry facility for South Indian and export logistics