India, April 15 -- Cipla Health, the wholly owned subsidiary and consumer healthcare arm of Mumbai-based pharmaceutical firm Cipla,has signed a business transfer agreement (BTA)for purchase of thedistribution and marketing business undertaking ofcosmetics and personal care business ofIviaBeaute, includingIvia's brands namelyAstaberry, Ikin andBhimsaini on a worldwide basis. This strategic move is aligned with Cipla's focus on enhancing its consumer healthcare and wellness portfolio.

Building on its strong presence through a cluster of brands in Tier 2-6 towns, Cipla Health is strengthening its play in the fast-growing beauty and personal care sector catering to the aspirational consumer of India.

The growing adoption of beauty and perso...