Godrej may set up plant in Himachal

Godrej & Boyce Mfg Co is planning to set up a microwave assembly unit in the northern region.

The company's executives are considering Himachal Pradesh as the location for the project. Currently, the company imports microwaves from East Asia.

Here, as part of the marketing strategy, the company introduced a range of microwave ovens with powerwaves technology. The new range of ovens includes 5 models with capacities ranging from 20 to 30 litres. The range includes solo and grill as well as convection models, in addition to powerwaves technology, with features such as "one touch express cooking", "quartz grill", etc.

Godrej & Boyce (Appliances Division) General Manager (Marketing) Himanshu Jain said, "Microwave ovens have started growing at a scorching pace and it is for the first time that the category is set to touch sales exceeding 700,000 units per annum in India and we are hopeful of achieving a market share of 7 per cent this fiscal."

He added: "We realize that more and more women are hard pressed for time, managing demanding work schedules and need quick & efficient cooking methods that o not compromise either on taste or nutrition. Today's microwave ovens empower you not just to heat up the food but also cook some of the most delicious and exotic dishes that one gets to eat at 5 star hotels."

Commenting upon target, he said, "A sustained thrust in distribution coupled with innovative promotions will help Godrej achieve a target of Rs. 100 crores from the microwave ovens category over the next 3 years. This will take it to among Top 3 Brands. A marketing budget of over Rs. 10 crore is earmarked for the same.

"With this launch we are expecting to grow at the rate of 25 per cent in overall segment," he said. He added that if everything went well they would set up an assembly unit in Himachal Pradesh to meet the growing demand.

Expressing his views on the northern region, he said, "It has huge potential with people having high disposable income."

Moreover, we find that North India has always been an early adopter of new technology, besides being style and nutrition-conscious. "Also, we would strengthen our presence by opening up new outlets in norther region, he said.