Financial Daily from THE HINDU group of publications
Saturday, Mar 23, 2002
Financial Daily from THE HINDU group of publications Saturday, Mar 23, 2002 |
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Marketing
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New Products & Services National roll-out for Borosil lanterns Sravanthi Challapalli
CHENNAI, March 22 BOROSIL Glass Works has embarked on an all-India launch of its lantern chimneys. The company, which makes tableware, kitchenware and laboratory appliances, recently expanded its capacity for manufacturing this product to fulfil domestic demand, mostly in the rural areas, the company's Senior General Manager (Consumerware), Mr Sandip Sinha, told Business Line. The company has been manufacturing lantern chimneys for over ten years now, but has mostly exported them to France, South-East Asia and Africa, Mr Sinha said. According to him, the quality of glass used for the chimneys offered high clarity, allowing for wider and brighter dispersion of light, and had low breakage rates. Usage of these chimneys would result in savings of up to Rs 60 per month in fuel (kerosene) and mantle, which had to be changed frequently in other lanterns, he claimed. The company initially started marketing these lantern chimneys in the western and northern markets. Its marketing efforts include pamphlets which use comic strips to explain the product's benefits, point-of-purchase material and flyers. Sub-dealers have also been appointed in rural areas in all States. Mr Sinha says the company is upbeat about this product line. "The energy-saving aspect clubbed with value for money is an important factor which we are trying to give our customers," he stated. Borosil has its facility in Marol, Mumbai, which makes all its products. The company, which was set up in 1962 in collaboration with US major Corning Glass Works, ended fiscal 2001 with a turnover of Rs 76 crore. While consumerware contributed Rs 36 crore, lanterns accounted for Rs 4-5 crore and labware, the rest, Mr Sinha said. The company was expecting a 10 per cent growth in 2002-03 though no projections had been made yet, he added.
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