The Hindu Business Line : FnS, a new player in the cutlery market

Mr Adish Jain, who along with Mr Vikas Jain formed the company, said the entry into this segment came about as comments were always that cutlery sets have been purchased from Dubai and Singapore as there was a dearth of good cutlery in India. "And when the crockery market had players such as Borosil, Corelle, La Opala, which made dining a good experience, why lag behind with the essentials?"

Mr Adish said that Kishco had traditional designs while Crystal was better known for its knives and gas lighters. Venus was strong in the hotel segment but had a negligible presence in the retail market while Magpie was known for its international quality and unique designs catering to the top end of the market.

"And to top it all, Chinese products are gaining market share in the middle and top end of the market," he said.

Mr. Adish said the FnS is targeting the middle, upper middle and the upper-class households and has launched a range spoons in Pune.

The national launch would be completed by the end of this year.

These spoons ranging from traditional gold-plated to contemporary designs, have been created by designers from Italy, France and India. These have been named as Elegancia, Stars, Arc, Aura, Celebrations, Silk n Satin, Broadway, Slimline, Linear and Just for Kids.

Mr Adish said some of them would be manufactured in two factories in China and the rest would be in India from Salem stainless steel.

The price would range from Rs 495 for a set of four pieces in the `Just for Kids' category to Rs 6,000 for a 26-piece Elegancia set.

For the first year, the company is planning to sell about 20 lakh units and hopes to reach 50 lakh units in five years.

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