Financial Daily from THE HINDU group of publications
Friday, Nov 18, 2005
Financial Daily from THE HINDU group of publications Friday, Nov 18, 2005 |
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Marketing
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Strategy Whitening Expressions to roll out own oral care brand Aquawhite Dharini Nagarajan
New Delhi , Nov. 17 Whitening Expressions Laboratories Private Ltd, which has been contract manufacturing oral care products for several major players, is now set to roll out its own brand - Aquawhite - in this segment. The company plans to produce dental care products such as teeth whitening gel, mouthwash and toothbrush to begin with. With an investment of around Rs 7.5 crore on machinery and plant, funded by internal accruals, Whitening Expressions expects a total turnover of Rs 25 crore this year and Rs 40-Rs 50 crore by 2006-07. According to Mr Nikhil Nanda, Director, Whitening Expressions, the decision to roll out their own brand came after a lot of deliberation, considering the fact that the company has been a contract manufacturer for giants such as Colgate-Palmolive, Oral B, Boots (UK), and Carrefour (France). "The company has been waiting for the appropriate time for the launch as there had to be a certain level of awareness among consumer to accept these products," Mr Nanda said. The company's flagship product will be Aquawhite, a whitening gel. Whitening Expressions has two facilities in the NCR region, and plans to shift production to Himachal Pradesh to avail itself of the tax benefits in the State. The production capacity of the Delhi plant is 3,000 litres of whitening gel, 60 million toothbrushes and 500 tonnes of mouthwash per year. Whitening Expressions has already rolled out its products in the North Indian market including in Delhi, Chandigarh, Ludhiana (Punjab) and Jammu. The company, however, plans to go pan-India the next year and has roped in Bollywood actress Mahima Chaudhury as its brand ambassador. It has ploughed in around Rs 2 crore for its advertising campaign which is to start soon. The 10-ml whitening gel is priced at Rs 149 and the 300-ml mouthwash at Rs 64. The products, which are priced at a premium, are targeted at the upmarket consumer.
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