Our Bureau

Chennai, Feb. 9

GODREJ Sara Lee Ltd, a company that manufactures and markets household insecticides, plans to set up a factory in Jammu, according to Mr Ashutosh Tiwari, Vice-President, Marketing, Godrej Sara Lee Ltd.

The company has traditionally been stronger in the southern markets and the new factory would be closer to the northern markets, he said. However, he did not reveal what the investment into this factory would be.

The company's manufacturing hub is located at Pondicherry with facilities at Goa and Guwahati, while some of the manufacturing is outsourced, he said.

Godrej Sara Lee, a joint venture between Sara Lee Corporation and Godrej, has a turnover of about Rs 600 crore. The company has grown between 12 and 13 per cent while the industry average is about 6-7 per cent.

It plans to introduce new products at various price points this year and will be backed by an ad spend of Rs 30 crore, according Mr Tiwari.

It had earlier launched car fresheners and has plans to extend the brand in the aerosol format.

The company launched the electric gel mosquito repellent, here today. Mr Tiwari said that Godrej Sara Lee planned to introduce products at the premium and lower end of the mat (mosquito repellent) market.

He said the company has made a dent in the rural market with the Good Knight Mini Jumbo coil in the mosquito coils segment.

The household insecticide market is estimated to be in the region of about Rs 1,100 crore. Godrej Sara Lee has a presence in Sri Lanka, Bangladesh and exports to 40 countries.

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(This article was published in the Business Line print edition dated February 10, 2006)
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