Financial Daily from THE HINDU group of publications
Friday, Apr 22, 2005
Financial Daily from THE HINDU group of publications Friday, Apr 22, 2005 |
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Marketing
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Outlook Sara Lee to supply shoe-care range for major global markets Nina Varghese
Chennai , April 21 SARA Lee Household & Body Care India, a 100 per cent subsidiary of Sara Lee Corp, has become the global sourcing point for shoe-care products. The first product that is sourced out of India is the instant shoeshine sponge, called Kiwi Express. The first consignment of the shoeshine sponge has just been sent to the US, Mr V.S. Pradeep Kumar, CEO, Sara Lee Household & Body Care India Pvt Ltd, said. The company plans to start supplies to Europe by July, he said. Other shoe-care products will soon be added on. The leading markets for shoe-care products are the US, Europe, Australia, New Zealand and Asia. The company, which has its factory at Maraimalar Nagar, near Chennai, has increased its capacity two fold with an investment of about $1 million, he said. The factory can now manufacture about 10 million units of shine sponge a year. Mr Kumar said that the product has also been launched in the domestic market in November. This was also a convenient travel pack. In the men's toiletries range, Brylcreem has, at present, over 85 per cent market share, he said. Last July, the company added shaving gels, creams, foams and after-shave to the Brylcreem portfolio. Recently, it added two more fragrances to the Brylcreem's two existing fragrances. To cater to the hip and rocking crowd, the company launched Brylcreem UV gel, last month. This gel, when used under psychedelic lights, will highlight the hair. The company has an ad spend of about $3 million a year. The company is targeting a turnover of $20 million for the year ending July 2006 and will end this fiscal in July with a turnover of $14 million, Mr Kumar said.
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