Betting big on its building wire cables, the state-owned Traco Cable Company has chalked out an aggressive marketing strategy to increase sales.

Since November, the company has registered a considerable growth in this particular product with the sales figure touching a record ₹65-70 lakh from an average ₹30 lakh a month, Santhosh Koshy Thomas, the newly appointed Managing Director, said.

Focus on local bodies

Focusing on the construction activities in various panchayats and municipal corporations and bagging orders for such works will definitely boost sales, he said. Since the government tag on Traco products has ensured its quality, the company is also looking at construction and development activities coming under MP and MLA funds, he added. The roping in of cine actor Innocent as brand ambassador of Traco has received an overwhelming customer response, Thomas told BusinessLine .

Given the recent growth momentum in sales, the turnover from wire cables is expected to touch ₹6 crore in the current financial year.

Marketing strategy

Besides recruiting marketing executives, Traco has initiated steps to ensure product availability in shops starting from north Kerala. Initially, five places have been selected after tie-ups with small traders.

It is in the process of successfully completing a few turnkey projects of HT, LT & UG cables awarded by KSEB. The Board has recently placed an order worth ₹60 crore for ACSR (aluminium conducted steel reinforce) conductors.

Aiming to to complete all the pending orders to improve the financials, he said, “we are targeting to supply the recent KSEB order by March 31. The timely delivery will boost our reputation and also enable us to achieve an operating profit.”

Besides wiring cables, the ₹125-crore company also produces distribution and transmission cables, cross linked polyethylene cables in its units at Irumpanam, Thiruvalla and Pinarayi.

The recent sales growth , he said, would enable Traco to increase its turnover to ₹160 crore by March 31.

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