The Hindu Business Line : Ajanta India to expand FMCG product range

AJANTA India Ltd, the world's largest manufacturer and exporter of clock and wristwatches, has announced here on Thursday its expansion plans in the recently diversified field of fast moving consumer goods (FMCG) sector with a gamut of consumer care products.

Addressing newspersons, the Ajanta India General Manager (Marketing), Mr D.K. Rachhe, said having test marketed the FMCG segment with a silent entry last year, the company has now raised its manufacturing and marketing activities with a range comprising toothpaste, toothbrush, hair oil, soap, shampoo, talcum powder and shaving cream.

According to Mr Rachhe, the company was confident of its foray into the FMCG segment and expects a turnover of Rs 120 crore this fiscal year. "The optimism stems from the right pricing strategy adopted by Ajanta India which helped the company grab the cost leadership position in the country's oral care as well as personal care market."

Mr Rachhe said the company has a well-experienced and talented R&D, which was on a constant pursuit of quality upgradation to cater to the changing consumer aspirations. The R&D team's efforts were strongly backed by young and enthusiastic marketing team.

At present, the oral range includes toothpaste in the white as well as gel category. The white paste category has variants ranging from `Dento White' in the lower economy segment to `Dento Strong' in upper range segment. The gel category also offers three variations in the form of `Dento Fresh Sweet Cool' in blue gel form, `Spicy Thunder' in red gel and lime gel. According to Mr Rachhe, the high quality and yet economically priced `Dento Care' toothbrush completes the oral care range.

Having recently come out with glycerine rich shampoo, a natural protein rich soap, a jasmine fragrance coconut based hair oil, aloe-vera and glycerine based shaving cream along with five variants of talcum powder in the health range of products, the company is now planning to roll out different skin care products including variants of soaps, shampoo and hair oil, he said.

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