A new company has recently made its foray into the womens hygiene market in India and the company is major consumer products manufacturer company named the Godrej Consumer Products (GPCL). The company has recently formed a new Joint Venture (JV) company with the Sweden-based SCA Hygiene Products AB and is planning to set up a new unit with an investment of Rs 40 crore. The 50:50 JV company has been named as the Godrej SCA Hygiene and it has already introduced a sanitary napkin brand named the Libresse.
One of the top officials of the company has stated that the new brand has been launched from the global portfolio of SCA and the new company is aiming to capture about 15-20 per cent share of the womens hygiene market in India, within the next 3 years. The industry sources have informed that the market is currently pegged at a total valuation of Rs 700 crore and it is also growing at a rate of 9 per cent per year. While commenting on the companys entry into the market, the Vice-President and Business Head of Godrej SCA Hygiene India, Mr. Samir Prasad said, "With the new brand we intend to tap the potential of the market, which currently has very low penetration level".
Mr. Prasad elaborated the companys plans with its foray into the market and said that the company is now thinking of manufacturing a range of products in India and it has already acquired a site near Nasik for setting up a manufacturing unit. He said that the company is intending to make an investment of Rs 40 crore in the new unit and is expecting it to start its operations by the end of this year. He further informed that the two companies did form the JV company with a capital of Rs 20 crore in the month of March, last year and it has already introduced two new brands of diapers for babies and adults. Mr. Prasad said that JV company will handle the manufacturing and marketing of the new product range and GPCL would take care of the sales and distribution activities.
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| Posted : 4/8/2008 |
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