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Purvita Chatterjee

For better visibility of its brands in Big Bazaar outlets

Mumbai March 9 The Mumbai-based Navneet Publications plans to enter into an alliance with Pantaloon Retail for its Big Bazaar outlets. Mr Shailendra Gala, Vice-President, Stationery Division, Navneet Publications, told presspersons: "Currently, we are negotiating with Pantaloon Retail to have greater presence at the Big Bazaar outlets. The purpose is be present in all their Big Bazaar outlets and have a direct distributorship arrangement with them.''

While Navneet and its brands are already present in the modern trade, the company is expected to follow the footsteps of other FMCG companies, which have signed MoUs to get their brands' presence felt at Pantaloon-owned Big Bazaar outlets.

The Rs 294-crore Navneet Publications is now negotiating trade terms with the retail major since the latter is now in a position to command higher margins from the manufacturers. "We would like to keep a balance between the general and modern trade. Ideally we would not like to sell our brand at a discount with the modern trade.''

The company already reaches out to 30,000 retail outlets across the country. "From paper stationery we have now expanded our portfolio and want to have an equal focus on both retail and modern trade,'' says Mr Gala.

With modern trade contributing between 7-8 per cent of its turnover, the company expects to explore the scope of its brand with the same. The Navneet brand, which had been primarily targeting students, now wants to move into a new target segment.

"Previously we were targeting students with our stationery products but now we want to include new target segments such as executives with our products,'' he says.

The stationery division currently contributes Rs 80-crore turnover and has been growing between 20-25 per cent.

"We expect higher growth rates at 35 per cent next year for our stationery business,'' says Mr Gala.

This year, Navneet shifted its advertising account to Saints & Warriers and hiked its ad budget to Rs 5 crore.

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