The Hindu Business Line : Malhotra Shaving plans slew of launches

The Mumbai-based blades and shaving products major has decided to launch a series of shaving accessories to include products such as shaving products, gels, creams, after-shave lotions under its Laser brand.

Besides the company is also contemplating entering the woman's market with a shaving product.

In spite of the failure of MNCs such as Gillette, which has tried and failed to enter this segment, Malhotra Shaving Products believes there is existing market which can be tapped into.

Speaking to Business Line, Mr Vishal Pawar, Head - Marketing, Malhotra Shaving Products, said, "Our research has shown that there are women out there who do use men's razors but do not admit it. Although the market is small, we are looking at it."

More products

Besides, the shaving company is hoping to ride more products down its existing blades and razors distribution network.

Having launched a slew of shaving accessories, the company intends ramping up its distribution for these products.

"Today we have penetration levels of nearly 75 per cent for our shaving blades and razors and intend having an equally well penetrated distribution network for our newly launched products," says Mr Pawar.

In the meantime, the company also intends to beef up its range of premium offerings.

Trying to compete with MNCs like Gillette in the premium segment, it is the growing (estimated at 10 per cent) premium disposables market, which the company is targeting.

Value-addition

Considering Gillette has a 70 per cent share in the disposable segment, Malhotra Shaving Products latest offering is - Laser Sport 3, a triple-blade disposable razor.

It has a rubberised and anti-slip handle for firm grip with a smooth aloe vera strip releasing moisture and a pivoting head for an ultra close shave.

Claims Mr Pawar, "Gillette does not have a triple blade disposable razor and that is why we decided to launch this product." In fact, the company has been trying to outdo the MNC blade manufacturer with value-added features to gain share in the Rs 100-crore disposables market.

However, it continues to enjoy amajority share of almost 60 per cent share in the Rs 600-crore double-edged blades market.

Apart from using mass media, Malhotra Shaving Products has also been engaging in below the line activities to attract barbers, the trade and end-consumers.

With events, exhibitions lined up especially in the smaller towns, the company hopes to reach out to a wide cross-section of consumers across the country.

Besides, it has also been relying on cross promotions with companies such as Godrej, Colgate Palmolive and HLL (with Axe) to sell its brands such as Laser and Topaz.

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