Aviance, the wholly-owned direct marketing subsidiary of the consumer goods giant, Hindustan Lever Ltd. (HLL), plans to expand operations in all Indian cities by the middle of 2000. The company's products are available in Pune, Surat, Ahmedabad, Vadodara and now in Delhi.

Aviance's products are targeted at the premium segment which is growing at a rate of 15-20 per cent per annum. This segment, says the company, has a large market potential because the scope for growth in value-added products like moisturisers, skin cleansers and ultra-light foundation in various shades is very high.

According to Anil Chopra, business head, Aviance, the per capita usage of cosmetics in India is rather low compared with the developing countries. While India has a per capita usage of only 13 ml of cosmetics, Argentina has 136 ml, Indonesia 119 ml, and Thailand 130 ml. Mr Chopra opines that the market for premium care products in India has a capacity to grow ten-fold.

Aviance, a line of premium cosmetics, to be sold through a group of trained consultants, was unveiled earlier this year by Hindustan Lever. HLL will now appoint 8,000 consultants all over the country.

The main competitors of Aviance are Oriflame and Avon. Oriflame and Avon rely on housewives or students to sell their products. Aviance on the other hand banks on beauty parties conducted by beauty consultants, who are trained in the art of make-up.

The company feels that untrained housewives or students tend to impart wrong impression about premium priced cosmetics. Aviance's beauty consultants are trained professionals.