In March 1958, the current Promoter's family of Late Sri A.V. Srinivasan acquired Eyetex. The business witnessed significant growth with the introduction of various Kumkum (Bindi) preparations such as Liquid Kumkum, Kumkum Paste, Kumkum Powder, Sticker Kumkum, Multi-color Kumkum liquid, and Kumkum pencils, all under the Eyetex brand. Eyebrow Pencils and Eyeliner liquid were also added to the product lineup. The firm further expanded its range by introducing the innovative concept of Multi-Colored Kumkum in Liquid, Paste, and Powder forms.

By the early seventies, Eyetex introduced Matte Finish Kumkum in Plastic Tubes, available in two sizes and under three sub-brands: Poornima, Divyaa, and Pallavi. In the mid-eighties, the brand launched Sticker Kumkums under the sub-brand pallavi, later converting them into a 2-in-1 pack concept, offering double the Kumkum Sticker Spots at the same MRP as the single pack, akin to a "Buy 1 Get 1 Free" promotion introduced in India back in 1995! This innovative approach gained immense popularity, leading to the expansion of offerings to 3-in-1 Packs. As a result, Brand Eyetex has become synonymous with traditional or "religious" cosmetics, earning a reputation as a living legend in this category.