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2004/03/02 08:19 (218.145.***.44)
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LG to foray into FMCG segment
J PADMAPRIYA
[ SATURDAY, FEBRUARY 28, 2004 04:45:27 AM ]
CHENNAI: The crowded Indian FMCG market place is in for some more action. LG Household & Healthcare, part of the South Korean conglomerate LG Group, is making inroads into the Indian market with products ranging from toothpastes to diapers. LG Care products are to be sold through its sole licensee deal with India Household & Healthcare Ltd, promoted by businessmen K Jayaram and Vijay K Singh.
The Chennai-based company will import, distribute and market LG Care products in the country. The launch date is scheduled for April end. India Household & Healthcare managing director Vijay K Singh told ET, “LG Care is entering into the Indian markets in the dentalcare, shampoo, soaps, detergents, household cleanser, diapers and hair-styling categories. We will bring in seven categories and 30 product ranges from the LG Care portfolio.”
In the first phase, the company will focus on distribution, advertising and communication. In the first year, the company plans to be present in 400,000 retail outlets. LG Care products would be in the premium segment. All the products will carry the LG mother brand. The sub-brand for shampoo is Double Rich, detergents is Super Enz and toothpaste is Cliden. LG Care soaps will come in two forms, Cucumber and White. “LG Care’s R&D centre is developing several India-specific products. For instance, the detergents are being reformulated to act best on Indian water conditions. Detergent powders for bucket wash are being custom-made for the Indian consumer,” Mr Singh said. Mr Singh said, the company is hoping to gain a 3% market share in all categories in the first year of operation.
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