The Hindu Business Line : Polar Pharma on `bold retail' mode

No more will retailers hide the company's product offerings before pushing them into the hands of customer. Instead, condoms manufactured by the company will be displayed in full public view on stands that have been specially designed in Turkey.

Mr Krishan Gupta, CEO, said: "The customer is in a hurry to buy a pack and get out of the shop without exercising his right to make an informed choice. We have changed all that. While others sell eroticism, we decided to sell passion with preventive healthcare as the underlying principle."

The campaign has been successful since retailers are no longer uncomfortable in displaying the company's products, he added.

As a first step in this regard, the company set up kiosks at two Puja pandals in Kolkata this year.

"This was the first time that a condom company was permitted to set up kiosks at Puja pandals in Kolkata. Our packaging, display and branding strategy convinced the organisers that we are in the business of preventive healthcare rather than eroticism."

Rs 50-cr turnover

Polar Pharma notched a turnover of Rs 50 crore in 2005-06, 70 per cent of which was accounted for by exports to countries in Europe, Africa, Asia and South-East Asia.

By 2007-08, the company hopes to record a turnover of Rs 100 crore. "This top-of-the-shelf display facilitation and branding campaign will result in incremental revenues of Rs 15-20 crore next fiscal," Mr Gupta said.

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