Fast-moving electrical goods company Havells India Ltd plans to tap semi-urban and rural markets with its non-modular switch brand Reo.

Launching a range of switches under the brand, Anil Bhasin, Senior Vice-President, Havells India, said the company hopes to achieve at least Rs 200-crore business from this category. The company is in the process of ramping up its production capacity at its Baddi (Himachal Pradesh) facility from the current five lakh to 10 lakh units a day in the next couple of months.

It has invested Rs 60 crore last year to set up a new line to produce these non-modular switches. “We want to establish our presence in the lower price range market too, where we have Anchor as a major competitor,” he said.

Rural markets contributed “significantly” to the company’s overall revenues, he said.

Besides, the company is also planning to expand its retail footprint by appointing more dealers and its exclusive brand shops under the brand Havells Galaxy. Currently, in addition to its presence in over 7,000 multi-brand retail stores, it has over 200 exclusive brand outlets across the country, and it plans to increase it by at least 10-15 per cent this year. Today, these exclusive stores contribute Rs 450 crore to the company’s topline, he said.

ravikumar.r@thehindu.co.in

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