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Bindu D. Menon

New Delhi, Sept. 29 Ion Exchange (India) Ltd is revamping its marketing strategy to make its flagship product, Zero B, a market leader in the water purifying category. The company said it is eyeing a turnover of Rs 250 crore by 2010 from the home products division.

“We are aggressively adopting a turnaround strategy to increase the visibility of our products. Besides 360-degree marketing, the company will also increase its presence in the modern retail formats,” Mr Alok Mathur, Head (Home Products Division), told Business Line.

He said the company is combining innovative technologies with affordable prices to increase its penetration in the market.

Ion Exchange has a nine per cent share in the Rs 700-crore organised market of water solutions and purifiers. Nearly half of this market was in the mid-end, ultra-violet water purifiers. “We hope that in two years’ time, we will have a 16-18 per cent share in the domestic market,” he added.

Mr Mathur said the company would also be making the necessary investments to expand its assembly line capacities at its Himachal Pradesh plant. It has three other facilities in Goa, Andhra Pradesh and Hosur.

On the marketing strategy, he said the company will be increasing the number of its direct selling agents. It has a portfolio of eight products in the domestic water purifying category. This apart, the company uses a range of processes with an integrated approach to deliver total solutions for every market — institutional, commercial, industrial and public water supplies.

Zero B has already launched some products in the domestic market, including Suraksha on Tap Purifier, Srijal, Pristine RO water Purifier, Zero B Suraksha Plus, D-Ferrous-Domestic Iron Remover, Puriline 2L and 4L.

More Stories on : Strategy | Outlook | Water

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