Product in direct competition with Fevicol in the PVA segment

Ajita Shashidhar

Mumbai, March 23

Huntsman Advanced Materials, makers of adhesive brand Araldite, is all set to enter the PVA segment with the launch of a new product, Araldite Karpenter, designed for wood bonding. With this launch, the company is in direct competition with market leader, Fevicol, which has a market share above 60 per cent.

Mr Asit Adhikari, Regional Director (India and Middle East), Huntsman Advanced Material, said, "While Araldite serves the needs of a gamut of industries with its superior bonding qualities, with this launch, we plan to offer a basket of adhesive products to the Indian consumers."

While the product would be made available at more than one lakh retail outlets across the country, the company also plans to invest heavily in advertising and marketing. It has signed up Bollywood actor Rajhpal Yadav to endorse the product.

Mr Adhikari said that though the company would eventually launch a series of TV and print campaigns, it would initially reach its target audience through below-the-line activities such as organising dealer meets and educating end-users. "We are going to get our brand ambassador, Rajpal Yadav, to talk about the advantages of our product to carpenters." Mr Adhikari said that with this launch, he hoped to capture 40 per cent market share in the PVA segment.

He also said that after PVA, the company would venture into polyurethane, which is a better bonding product and widely used in the international markets.

Besides Araldite Karpenter, the company has launched Klad-X, an adhesive for marble and tiles.

(This article was published in the Business Line print edition dated March 24, 2006)
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