Also eyes nutrition, clothing areas

Ambarish Mukherjee

New areas


Sara Lee

acquisition gives the company the advantage of existing market with established products.

The Foreign

Investment Promotion Board permitted Tupperware to expand its product range.

The company

will enter into joint venture agreements with third party manufacturers.

New Delhi, March 27

Direct marketing company Tupperware India Private Ltd has finalised plans to set foot, in a big way, into the beauty and personal care and home care product segments. The company will also enter the clothing and nutritional product segments simultaneously.

In August 2005, the parent company, Tupperware Corporation, had entered into an agreement with Sara Lee for buying its direct marketing business for $557 million in cash. Sara Lee operated in the beauty and personal care business. This acquisition has given the company the advantage of Sara Lee's existing market with established products.

Earlier this month, the Foreign Investment Promotion Board (FIPB) permitted Tupperware to expand its product range.

The company sells its storage and serving products for the kitchen and home through the Tupperware brand and beauty and personal care products through its Avroy Shlain, BeautiControl, Fuller, NaturCare, Nutrimetics, Nuvo, and Swissgarde brands.

The company will fund its expansion from profits from its Indian operations alone and it does not plan to bring in fresh investments from its parent company for this purpose, sources said.

Till now, the company had restricted its activities to food containers, toys, cookware and kitchen aids. With the introduction of its new products, the company would pose severe competition to other direct marketing companies such as Amway, Avon, Herbalife, Hindustan Lever, Modicare, Oriflame, Quantum and Sunrider.

According to the company's plans, it would enter into joint venture agreements with third party manufacturers for beauty and personal care products, home care items, clothing and nutritional food supplements as it had done in the case of its existing products such as plastic containers, cooking and kitchenware.

Tupperware India will operate with small-scale manufacturers for sourcing SSI reserved items as per FIPB specifications and will sell its products through the commonly practiced network marketing system.

Tupperware India is a wholly owned subsidiary of Tupperware Asia Pacific and started operations in 1996.

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(This article was published in the Business Line print edition dated March 28, 2006)
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