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A variety of kitchen accessories on display

Virendra Pandit

Ahmedabad, Sept. 23 Jarden Consumer Solutions, a subsidiary of the Fortune 500 conglomerate Jarden Corporation having a portfolio of 53 brands, plans to strengthen its Indian footprint through brands takeover, marketing campaign and launching a range of new products, an official said here today.

Jarden, which made India its entry point into Asia last year, is considering takeover of popular Indian brands in these categories.

“Talks have been held in the home appliances segment to take over certain brands,” Mr Vinayak Sukthankar, Head of India Operations, told Business Line here.

However, he did not identify the brands proposed to be acquired. In the Rs 3,500-crore Indian market of kitchen and home appliances per annum, Jarden is targeting a modest Rs 70-crore share in the next three years, to begin with, he said.

By end-2009, it plans to appoint some 700 retailers across India. However, it has no plans to set up a manufacturing plant, for now.

Currently, Jarden designs and manufactures its various brands at plants in the US, China, Mexico and Venezuela. It also outsources design and manufacture of some products.

With the aim of attuning itself with the specific requirements of Indian lifestyle, the US-based major has launched a two-year project to study Indian requirements, particularly in food processors and mixers, to come up with the requisite solutions.

The company, set to launch a series of new products, is also readying itself to start aggressive marketing campaign through print and electronic media in the next few months, he said. Under its brand Oster, the company today launched a range of products including mixer-grinder, rice cooker, hand-blender and toaster in Gujarat.

This month, Jarden is launching home appliances such as fans in different categories, air purifiers, and heater in the North, while it has lined up dual blade fans and dehumidifiers for the launch next year.

More Stories on : Outlook | Brands | Home Appliances

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