Ginni launches FMCG products

Rs 240-crore textile company Ginni Filaments Ltd today announced its foray into the FMCG market with the launch of personal hygiene and beauty care products for women and children.

Ginni Filaments Managing Director Shishir Jaipuria said with an investment of Rs 131 crore, the company was setting up the first non-woven spunlace project in Gujarat which will be operational in six to seven months.

"A major part of the production from this facility will be exported, while the balance will be used to manufacture converted products to be sold in the domestic market," Jaipuria said.

The company today started its rollout from Chandigarh, where it introduced two new products 'Ginni Cuddles' and Ginni Clea. Made of non-woven spunlace fabrics, the personal care products will comprise baby wipes, cosmetic wipes and beauty care wipes.

Taking the first-mover advantage in the converted products category the company has a target to expand its product range to 12 products by the end of the year.

"Anti-wrinkle masks, whitening masks, eye pads, daily facial cleansing clothes, kitchen wipes, medical gauzes and swabs are next in the pipeline," said Jaipuria.

The company, through its consumer products division, aims to be a major player in the wipes business by garnering a 50 per cent share of the market. Ginni has targeted achieving a turnover of Rs 50 crore in the next three years, according to Jaipuria.

Commenting on the business strategy to start the roll-out from Chandigarh, Jaipuria said market research by KSA Technopak had brought to light the fact that after Delhi, Chandigarh was the biggest market for cosmetics in North India.

The company will be targeting metropolitan cities like Delhi, Mumbai, Chennai, Bangalore, Hyderabad, and Kolkata. "By December, our products will be available in top 30 cities across the country, "said Jaipuria.

The company will be aggressively targeting hotels, health clubs, airports, railways and hospital. Simultaneously it will be launching direct consumer programmes.

The company also plans to set up a garment-manufacturing unit at Faridabad to complete its value chain and will be catering for major retailers in the domestic and export market. The capacity of the unit will be 5 million pieces annually.