Business Daily from THE HINDU group of publications
Thursday, Jul 13, 2006
Business Daily from THE HINDU group of publications Thursday, Jul 13, 2006 |
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Marketing
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Brands States - Other States Cycle agarbatti brand to go national Our Bureau
New Delhi , July 12 N Ranga Rao and Sons (NRR), makers of `Cycle' brand agarbattis, in an attempt to make its brand national, announced its north India specific expansion plans by opening four new distribution centres and also introducing north specific products.
New depots
"We have set up four new depots in Ambala, Lucknow, Zirakhpur and Delhi, in addition to the one already existing in Ghaziabad. We will also be sprucing up our manpower, bringing the tally to about 1000 in this region," said Mr Arjun M. Ranga, Managing Partner, NRR. He further added, "We are also foraying into the `dhoop' category with three brands, Parampara, Medini and Dharti." The products will be priced at a range of Rs 5 to Rs 15, with Parampara, touted as premium dhoop, priced at Rs 15. According to him, the North has always been a dhoop specific area, while the South had always preferred agarbattis. He said that the step was a conscious decision of making `Cycle' a national brand.
Market size
The size of the dhoop market is Rs 200 crore, of the total agarbatti market of Rs 1,100 crore. Size of the organised market is about 40 per cent of the total market of which NRR holds about 20 per cent share. Mr Ranga said, "We hope to capture at least 10 per cent of the total dhoop market in the coming three years." The total turnover of the company is Rs 240 crore, of which 10 per cent is garnered from exports. The biggest export market, according to the Managing Partner was the US followed by a rapidly growing demand in LATAM countries such as Brazil, Peru and Argentina.
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