The Hindu Business Line : RP Electronics plans expansion

RP Electronics, which markets the shaving systems of American Safety Razors (ASR) in North and East India, now plans to expand in a phased manner in the South — a process which it embarked upon today through a soft launch in Chennai — as well as the West.

Mr Vipul Hajela, Senior Manager (Product), RP Electronics' FMCG division, told Business Line that his organisation plans to "cover the entire South in three to four months." It has already launched its products in Pune, and the Western market is likely to expand in much the same fashion as the South.

RP Electronics, which is one of the promoters of the Salora group, also markets and distributes the Nippo range of batteries and torches, and this network will also be used to distribute ASR's Glide and Labelle ranges.

The organisation is betting on value-additions and lower price points to attract consumers in all categories, including disposable razors, which is dominated by Gillette.

The company, Mr Hajela said, will employ below-the-line promotions, rather than media campaigns, in order to induce consumers to try out its products.

Meanwhile, RP Electronics plans to launch the Nuby range of infant products, which has been brought to India courtesy its tie-up with Luv n' care International, in select big cities by the first week of May.

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