Financial Daily from THE HINDU group of publications
Wednesday, Nov 19, 2003
Financial Daily from THE HINDU group of publications Wednesday, Nov 19, 2003 |
|
|
|
|
|
Info-Tech
-
Security PRS Permacel in talks with UK co for tech exchange Our Bureau
Kolkata , Nov. 18 PRS Permacel Pvt Ltd, a brand security solutions provider, is in talks with Delarus, UK, for exchange of technology for customised brand protection products. Addressing a press conference here today, Mr N.S. Shenoy, Vice-President - Marketing of the company, said that the UK-based company was keen to share some of its technology with Permacel and perhaps even set up base here. He said the company had already applied for a global patent for an anti-corrosive hologram cover, which was developed at its Mumbai R&D unit. The product protects the brand while preventing it from corrosion. "It is expected to find use among manufacturers of industrial consumables and auto products," Mr Shenoy said. Claiming that the company was India's first fully integrated and customised brand protection provider, he said that it was currently in talks with two pharma companies — GlaxoSmithkline and Novartis — for developing solutions that would check sale of spurious drugs. According to Mr Shenoy, protection of a brand has to be done in a holistic manner at multiple levels enabling the manufacturer to stay a step ahead of the counterfeiters. He said that Permacel recently launched a new product called `Kavach' — a brand protection system — which begins with identification of the security problem and involves at least five levels. "Typically, a combination of the latest in visual and optical technologies such as cutting edge printing techniques along with an involvement of the consumer either through an awareness building programme or through schemes such as scratch cards," he said.
`Scratch' way of brand protection REMEMBER the last time that you scratched a soap wrapping paper in search of an ever-elusive gold coin. Recall the disappointment at that rather smug catchline `Try Again!' Well, if you thought it was just a plain and simple tactic to increase sales, guess again. It is more of a brand protection measure being adopted by FMCG companies, which lose close to Rs 2,600 crore every year. "Visual identification with consumer involvement" is one of the more effective ways to combat the menace of counterfeit, says Mr V. Shenoy of Permacel, which provides such solutions to FMCGs.
Article E-Mail :: Comment :: Syndication
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | Business Line | The Sportstar | Frontline | The Hindu eBooks | Home |
Copyright © 2003, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|