The Hindu Business Line : Jotun bids for better visibility in Kerala

Jotun Group has initiated steps to enhance its visibility in the Kerala market by adding 70 outlets called Multicolour Showrooms in the next one year.

The objective of opening such showrooms is to provide a complete touch and feel experience to the consumer while simultaneously building brand loyalty, Mr Percy Jijina, General Manager, Jotun Paints said.

In India, paints have traditionally been sold in hardware stores. However, the company had recognised the need for exclusive outlets with the growth in the paint industry and the recognition of individual brands, he said.

Kerala is an important market as the company is having a market share of 17 per cent as against the 15 per cent of the national average.

Sales target

With a target sales growth of 45 per cent, the company is aiming to achieve a sales of Rs15 crore this year from the State and Rs 22 crore by next year. The company is also having a share of 26 per cent in marine coatings, he said.

Mr Jijina, who was here in connection with a sales promotion meeting, said that Kerala is the leading market in South India followed by Karnataka, Tamil Nadu and Andhra Pradesh.

The size of the paint market in the State is estimated at Rs500 crore and the consumer is well aware of the latest colour trends.

The company, he said, has also proposed to conduct seminars to educate painters in the State and train them to use Jotun products. There are also plans to conduct an architect meet in December to create more awareness about the product.

The group has also been on an expansion spree in India with a focus on the southern and western region. It plans to open 300 exclusive outlets in the next one year and of this, 150 will this year itself. The company has achieved a sales turnover of Rs150 crore last year and is targeting Rs 200 crore this year, he added.

The Multicolour outlets will exclusively house only Jotun products and will give the consumer a complete experience while choosing colour and style. These outlets will have panels that display the different textures and coloured offered by the group and will exhibit decorative paints.

More Stories on : Strategy | Paints | Kerala

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