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Our Bureau

MR PIYUSH JINDAL

Chennai March 20 VVF Ltd, a vertically integrated cleaning products company with businesses in chemicals such as oleochemicals and fatty acids, is all set to focus more on the Southern market.

The company is a contract manufacturer for many premium brands across the world.

In India, it manufactures products for companies such as Johnson & Johnson, Henkel, Reckitt Benckiser, J.L. Morrison, Dabur and Amway.

In addition, it has developed its own range of soaps such as Doy Princess, Doy Care Aloe Vera, Jo and Shiff.

Brand Visibility

"As we see a huge potential in the South for our products, we are planning to sharpen our focus on major cities in the South in the first phase," said Mr Piyush Jindal, Senior Vice-President, Personal Care, VVF Ltd.

According to him, the company will spend a significant portion of its overall ad budget of Rs 20 crore to increase the brand visibility in the South.

The company's domestic sales of its own brand is in excess of Rs 100 crore, and the South accounts for 30 per cent of it.

VVF has facilities in Mumbai, Daman, Navsari, Kutch and Taloja in India, and two in Jebel Ali Free Trade Zone, Dubai.

"Further to our recent acquisitions of manufacturing facilities in the US and Canada, the company's geographical reach has improved to cover its key markets — North America and Europe," Mr Jindal said. According to him, the company is also setting up a greenfield plant at Baddi in Himachal Pradesh where it acquired 100 acres for the purpose. "The new facility is set to go on stream very soon."

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