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Purvita Chatterjee

Mulls possibility of entering into marketing alliance

MR DILIP DANDEKAR

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Mumbai Feb. 5 Mumbai-based stationery major Camlin is eyeing the Russian market and is mulling the possibility of entering into a marketing alliance. Currently, the company has an alliance with Russian stationery majors as an OEM supplier for a range of hobby-based products.

Speaking to Business Line, Mr Dilip Dandekar, Managing Director, said: "Russia is emerging as a potential market for us, especially for a category such as hobby colours. We are looking at doing some business development in the future in this market."

Camlin may also bring in some of the Russian stationery brands to India.

At the same time, Camlin is making efforts to build its brand in the US market.

Camlin floated a subsidiary in North America and has introduced a new brand called Camellia for school products.

"We have entered the US market through catalogue sales for the Camellia brand since it is a competitive market for stationery. The purpose is to build the brand step by step and establish its identity slowly before taking it to the retail shelves."

Camlin also supplies products to the UK market through a 100 per cent export-oriented unit as part of its joint venture with Col Art Holdings.

There is also a marketing alliance with Col Art whereby Camlin has brought in brands such as Winsor and Newton to India.

Manufacturing plans

It is now hoping to manufacture these brands in the country once curbs on manufacturing are removed in the small-scale sector.

Meanwhile, Camlin has been relying on China as a sourcing hub for its range of products.

Looking for alternatives

"We are looking for alternatives since we do not want to get dependent on China."

Post-restructuring, Camlin has managed to reduce its losses (it has demerged the fine chemicals business).

This year, the company expects to clock turnover of Rs 180 crore and grow at a rate of 20 per cent in the stationery business.

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Camlin eyeing potential in Russian market

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