The company today launched 28 products in seven categories aiming to tap rural markets of Bihar, Uttar Pradesh, Punjab, Tamil Nadu and Karnataka.
The company has invested Rs 50 crore initially to set up a manufacturing plant in Dehradun and a dealership network.
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"We have set up a plant in Dehradun and would expand its capacity when required. This year we expect a turnover of Rs 50 crore," Ananta Hygiene Chairman Rajeev Rana said.
Ananta Hygiene would continuously innovate products and offer customised solutions to make inroads in the sector which is highly competitive, he said when asked about the market strategy amid fierce competition.
The company has established a chain of 30 super stockists in various states to channelise products.
Apart from personal care products as shampoo, conditioner, oil, bath soap and homecare products, it has also launched agarbatti and salt.