Vicco Laboratories

What Vicco Laboratories does

Vicco Laboratories is a privately held, family-owned Ayurvedic personal care manufacturer founded in 1952 in Nagpur, India, by the late Mr. Keshav V. Pendharkar and subsequently led by his son, the late Mr. Gajanan Keshav Pendharkar. The company develops and produces a portfolio of herbal skin care, oral care, pain relief, grooming, and hygiene products built around proprietary Ayurvedic formulations using ingredients such as turmeric, sandalwood, vajradanti (Barleria prionitis), aloe vera, amla, kokam, and camphor. Its flagship product, the Vicco Turmeric Skin Cream, was introduced in 1975 as the first yellow-colored face cream in the Indian market, and the Vajradanti oral care line is built on an 18-herb Ayurvedic formulation. Production is anchored by three manufacturing facilities at Dombivli (Maharashtra), Nagpur (Maharashtra), and Goa, with the Goa plant recognized by the American Concrete Institute in 1997 for its structural design.

The company operates across two principal revenue streams: domestic consumer packaged goods sales distributed through more than 1.5 million retail outlets across India and direct-to-consumer e-commerce via its own online store at viccolabs.com; and international export sales spanning 25+ countries across North America, Europe, the Middle East, Asia-Pacific, and Africa, supported by Government of India Export House status granted in 2017. Pricing is entry-level and unit-based, ranging from approximately Rs. 25 for individual bathing bars to Rs. 1,095 for the Vicco Wellness Pack, with no subscription or recurring revenue model.

Vicco's go-to-market combines iconic television advertising (notably the 'Vicco Turmeric Nahi Cosmetic' Doordarshan campaign from 1980) with multi-celebrity endorsements (Alia Bhatt for Vajradanti in 2019; Sourav Ganguly in 2019; Raveena Tandon for Turmeric Skin Cream in 2024), a content-marketing blog, and active social media presence on Instagram, Facebook, YouTube, LinkedIn, and X. The company targets mass-market Indian households seeking natural personal care across skin, oral, hygiene, grooming, and pain-relief use cases, and has been externally recognized as a cult brand (BBC Knowledge, 2016) and as one of India's iconic brands (Economic Times, 2023).

Name

Vicco Laboratories

Legal name

Vicco Laboratories

Website

https://viccolabs.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

251–500 employees

Short description

Vicco Laboratories is a family-owned Indian Ayurvedic personal care manufacturer founded in 1952, producing skin care, oral care, pain relief, grooming, and hygiene products sold through 1.5M+ retail outlets and direct e-commerce domestically and exported to 25+ countries.

Ownership category

akta.pro rank

Product category

Ayurvedic Personal Care

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF)

akta.pro secondary industry

OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief) (CRADAMAC)

Keywords

• Ayurvedic personal care
• Herbal skin care
• Natural oral care
• Ayurvedic pain relief
• Herbal bathing bars

Headquarters

HQ city

Nagpur

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales - Consumer Packaged Goods: Direct revenue from sale of Ayurvedic personal care products including skin care (creams, face washes), oral care (toothpaste, powder), bathing bars, grooming products (shaving cream, hair oil), and pain relief creams. Products sold through e-commerce and retail channels with pricing ranging from Rs. 25 to Rs. 340 per unit.
2. International Export Sales: Export revenue from selling products to international markets including USA, Canada, Europe, Middle East, Australia, West Indies, and 25+ other countries. The Government of India Ministry of Commerce has accorded Vicco Laboratories the status of an Export House.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Vicco Laboratories manufactures and sells Ayurvedic personal care products spanning five categories — skin care (Turmeric Skin Cream, WSO Skin Cream, face washes), oral care (Vajradanti toothpaste and tooth powder), grooming (shaving cream, amla hair oil), bathing/hygiene (Ayurvedic bathing bars), and pain relief (Narayani Cream). Its products are made from natural Ayurvedic ingredients such as turmeric, vajradanti, sandalwood, aloe vera, amla, kokam, and camphor, and are sold through its own e-commerce store, retail outlets across India, and export channels in 25+ countries.

Product overview

Vicco Laboratories is an Ayurvedic beauty and personal care brand established in 1952, offering a comprehensive portfolio of natural and herbal products across five main categories: Skin Care (including Vicco Turmeric Skin Cream, WSO Skin Cream, face washes), Oral Care (Vajradanti Paste, Powder, and Saunf Flavour Paste), Pain Relief (Narayani Cream), Grooming (Shaving Cream, Amla Hair Oil), and Hygiene/Bathing (various Ayurvedic bathing bars). The company's products are rooted in traditional Ayurvedic formulations featuring ingredients like turmeric, aloe vera, sandalwood, camphor, amla, and neem. Vicco positions itself as combining ancient Ayurvedic wisdom with modern skincare needs, offering products for the entire family through both domestic Indian market and international exports to over 25 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Vicco Turmeric Skin Cream Flagship Ayurvedic skin cream with turmeric's anti-inflammatory properties to soothe and nourish the skin; the first yellow-colored face cream introduced in 1975.
• Vicco WSO Skin Cream Proprietary Ayurvedic skin cream providing intense hydration while keeping acne at bay, promoting smooth, blemish-free skin.
• Vicco Vajradanti Paste Herbal toothpaste with 18 Ayurvedic ingredients (including neem, babool, clove, and vajradanti) that strengthens gums and freshens breath.
• Vicco Vajradanti Powder Ayurvedic tooth powder that allows the essences of 18 rich herbs to percolate down the gum layers to strengthen gums.
• Vicco Vajradanti Saunf Flavour Paste Herbal toothpaste in saunf (fennel) flavor with 18 Ayurvedic ingredients for oral care.
• Vicco Narayani Pain Relief Cream Ayurvedic pain relief cream made with herbal ingredients for alleviating muscle and joint pain by balancing Vata dosha.
• Vicco Turmeric Face Wash Face wash enriched with antibacterial turmeric that deeply cleanses skin, removes dirt and excess oil, prevents pimples and blackheads.
• Vicco Aloe Vera Face Wash Gentle Ayurvedic face wash that cleanses while soothing and moisturizing skin, reducing irritation and inflammation; suitable for all skin types.
• Vicco Luxury Ayurvedic Assorted Bathing Bars Pack of 5 assorted bathing bars crafted with turmeric, camphor, aloe vera, sandalwood, coconut milk, glycerin, and milk protein.
• Vicco Turmeric Sandal Bathing Bar Bathing bar blending pure turmeric to help detan, brighten, and enhance skin's natural glow, paired with soothing sandalwood oil.
• Vicco Camphor Bathing Bar Camphor bathing bar delivering a purifying, refreshing fragrance with glycerin to lock in moisture and keep skin soft.
• Vicco Turmeric Glycerin Bathing Bar Bathing bar with pure turmeric to promote clear, glowing skin and glycerin to moisturize and maintain softness.
• Vicco Turmeric Milk Protein Bathing Bar Bathing bar blending turmeric to brighten and clarify skin with nourishing milk protein to rejuvenate and restore smoothness.
• Vicco Coconut Milk Aloe Vera Bathing Bar Bathing bar combining aloe vera for deep hydration and natural skin tightening with creamy coconut milk that nourishes and softens skin.
• Vicco Turmeric Shaving Cream Shaving cream enriched with turmeric to prevent irritation and cuts during shaving.
• Vicco Amla Hair Oil Ayurvedic hair oil with amla to strengthen and promote hair growth, reduce hair loss, and improve hair appearance.
• Aloe Vera & Kokam Butter Lotion Body lotion combining aloe vera hydration with kokam butter nourishment for skin moisturization.
• Vicco Wellness Pack Combo package combining Vicco Turmeric Skin Cream, WSO Skin Cream, Narayani Cream, Aloe Vera & Kokam Butter Lotion, Turmeric Facewash, Turmeric-S Cream, Vajradanti Powder, Vajradanti Paste, and Vajradanti Saunf Flavour Paste, priced at Rs. 1,095.

Quantifiable outcome

• Trusted by generations of families since 1952
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor.

• IIM Nagpur FoundationminorOthers · 15 July 2023CSR partnership through Vicco Labs' funding of Bharat Pitchathon 2.0, the largest pitch event in India. Held on July 15th, 2023, in Nagpur. Partnership demonstrates commitment to nurturing innovation and entrepreneurship in the local ecosystem.
• IIMN Foundation for Entrepreneurship DevelopmentminorOthersCSR initiative partnership for Agri Margdarshan (Agri Summer School) program focused on education and sustainability. Also supported 'The Open House' event for entrepreneurship development.
• Blind Relief Association, NagpurminorOthersCSR initiative where Vicco Labs provided funding to support visually impaired students and the association's mission to better lives of visually impaired individuals.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Himalaya Wellness: Herbal health and personal care company with overlapping oral care (HiOra), skincare, and baby care categories. Directly competes on 'natural/herbal' positioning with stronger modern retail, dermatology channel, and international presence than Vicco.
• Dabur India: India's largest Ayurvedic CPG company with overlapping product portfolio in oral care (Dabur Red Paste), skincare (Dabur Gulabari), and hair oil (Dabur Amla). Directly competes with Vicco on Ayurvedic positioning, mass-market distribution, and herbal ingredient storytelling at significantly larger scale.
• Forest Essentials: Premium Ayurvedic beauty brand using classical Ayurvedic formulations with natural ingredients. Comparable to Vicco's Ayurvedic positioning but operates at the luxury end with modern D2C, international presence, and significantly higher price points, representing both a competitor and aspirational peer.
• Biotique: Pure Ayurvedic personal care brand with strong D2C and modern retail presence across skincare, haircare, and wellness. Competes with Vicco on the same Ayurvedic ingredient platform (turmeric, neem, aloe) but with a more contemporary brand presentation appealing to younger consumers.
• Cholayil (Medimix): Heritage Ayurvedic soap and personal care manufacturer (founded 1969, Medimix soap) directly comparable to Vicco's bathing bar category and Ayurvedic ingredient positioning. Similar mid-sized private CPG profile with mass-market Indian distribution.
• Patanjali Ayurved: Baba Ramdev-founded Ayurvedic FMCG company with near-identical product categories (Ayurvedic toothpaste, skin cream, soaps, hair oil) and overlapping retail distribution in India. Direct mass-market Ayurvedic competitor with aggressive pricing and rapid scale-up that has historically taken shelf space from heritage brands like Vicco.
• Emami Limited: Indian personal care major with Ayurvedic heritage brands (Zandu, Boroplus) that overlap directly with Vicco's pain relief (Narayani vs. Zandu/Boroplus), Ayurvedic balm, and skincare categories. Competes for the same mass-market Ayurvedic consumer wallet share.

Emerging players

• Mamaearth (Honasa Consumer): Digital-native Ayurvedic/toxin-free personal care brand that has rapidly scaled through D2C and modern retail. Competes with Vicco for the natural personal care consumer, particularly among younger demographics, but with a fundamentally different go-to-market (influencer-led, digital-first) and category focus (baby care, beauty).

Broad incumbents

• Marico Limited: Large Indian FMCG with Parachute coconut oil, Kaya skincare clinics, and Ayurvedic-adjacent personal care brands. Broad incumbent in the Indian personal care space that overlaps with Vicco in hair oil (Amla category) and skincare but operates at significantly larger scale with diversified portfolio.
• Colgate-Palmolive (India): Dominant global oral care incumbent whose Colgate brand directly competes with Vicco Vajradanti in the Indian toothpaste market. Represents the established multinational competitor against which Vicco's Ayurvedic positioning must differentiate in oral care.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/vicco_labs
• YouTubeyoutube.com/channel/UCC26Y4TZ82GCN8XTobsEEsg
• Facebookfacebook.com/ViccoLabs
• LinkedInlinkedin.com/company/vicco-laboratories
• Instagraminstagram.com/viccolabs

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vicco Laboratories