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Usha International will strengthen its water pumps segment in the coming years with a special focus on South India.
Rohit Mathur, President, Electric Fans and Pumps, Usha, said pumps are a weak category for the company, accounting for 7-8 per cent of the total business volume. “We want to grow the category to 15 per cent in three years,” he added.
Mathur, who was here for the launch of the company’s new range of water pumps, said Usha is taking many initiatives to improve sales in the category.
Customised productsFor one, it is introducing products tailored for the South Indian market.
“For instance, in Tamil Nadu, people draw water from 10-15 feet underground. This might not be the case in other parts,” said Mathur. “Another product addition is jet pump, which we did not have earlier.”
The company is also conducting dealership and skill development programmes for plumbers to spread brand awareness. Over this year, it will also double its retail outlets from the current 10,000.
The fans segment, which accounts for about ₹1,000 crore, is a major revenue contributor for the ₹2,700-crore Usha International.
“We want to improve the rural reach,” said Mathur. Currently, the rural market accounts for 5-7 per cent of revenue. “We want to double it in two-three years,” he added.
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