The marketing operations of the group are centralized under an independant company, Chethana Merchandise Pvt. Ltd. at Trichur, Kerala. A professional team manage the ethical promotion of products in the various therapeutic segments. The products are well accepted by the medical professionals, leading super speciality hospitals in the state of Kerala, Karnataka and Tamil Nadu.

Chethana Merchandise also markets products of two more companies in addition to the Chethana Group. The Board of Directors of the company comprises of nominees from the participating manufacturing companies.