Ajanta eyes rural market in MP

The Gujarat-based Ajanta India Ltd has decided to launch its fast moving consumer goods (FMCG) items in the Madhya Pradesh market.

The company would focus on the rural market and consumers belonging to the lower income group in the state, said DK Rachh, head of marketing, Ajanta India Ltd.

The company, which recently launched the first TSL-based shampoo in the Madhya Pradesh market, plans to enter the skincare segment in a big way and launch soap, shampoo and hair oil.

"We will market our products through eight super stockists, 250 distributors. But our focus will be on the door-to-door marketing," Rachh said.

With the entry into the MP market, the company hopes to increase its turnover to Rs 120 crore this year.

He said the company had priced its products competitively in the MP market so that consumers could afford them. The company also plans to launch toothbrush and toothpaste, mainly aimed at the lower segment of the market.

Set up in 1971 by Ashok O Patel and his brother in Gujarat, the company is the largest manufacturer and exporter of clocks and wristwatches under the brand name of Ajanta. "Our product are available in 55 countries," Rachh said.