The Hindu Business Line : Kent RO plans major push to purifier marketing

Bangalore April 6 After building awareness about the new technology and using the popularity of film star Hema Malini and her daughters Esha and Ahana as brand ambassadors to drive home family appeal for the product, the water purifier company Kent RO Systems plans to make use of IOC retailers to ramp up its marketing campaign throughout the country.

The company, which signed the agreement with IOC in February, plans to utilise the Indane LPG distributors' network to market the product based on mineral reverse osmosis technology.

It would also utilise the select petrol pumps of IOC to market the purifiers, said Mr Mahesh Gupta, Managing Director, Kent RO Systems.

He added that the company was now tapping the huge potential of the southern markets through the channels of IOC retail, retail shelves and direct marketing to step up its marketing campaign.

It hopes to garner 20 per cent share of the overall purifier market worth Rs 600-700 crore in the next one year.

Kent RO Systems has already set up a manufacturing plant with annual capacity of 100,000 purifiers.

The plant, located near its existing unit with 60,000 units capacity, is expected to start production later this month.

The strategic tie-up with IOC is expected to provide Kent RO Systems with 25 per cent of its projected turnover of Rs 100 crore for the fiscal.