FMCG player Karnataka Soaps and Detergents Limited (KSDL), manufacturers of Mysore Sandal Soap and sandalwood oils, are all set to foray into the Maharasthra and Gujarat regions.
"We are a predominant south Indian player. We have a strong foothold in the Karnataka, Tamil Nadu and Andhra Pradesh. About 75% of the company's turnover is contributed from these regions. My strategy is to enter into Maharashtra and Gujarat," Karnataka Soaps and Detergents Ltd General Manager (Marketing) D N Vasanthakumar told PTI here.
As part of the expansion plans, he said the company would take its popular Mysore Sandal Soap and the Sandalwood oil to Maharashtra and Gujarat markets. "My idea is to make it as an India-International Brand".
Asked about their marketing strategy, he said the company spent about Rs 5 crore for advertising last year.
Kumar, who was here to unveil the company's costliest soap the 'Millenium,' priced at a whopping Rs 720 per piece, said they aim to sell about six lakh units this year.
"Roughly we are planning to sell about six lakh units. We distributed about 50,000 cakes (pieces) to our distributors in Karnataka and since its launch, we have got overwhelming response," Vasanthakumar said.
The Millenium soap was a "jewel among all soaps" and was serving the niche customers, he said. "There are people who spend about Rs 1,000 per day. They are our customers [for this product]. My target audience will be hitech people and HNIs (High Networth Individuals)," he said.
Stating that the company has been retailing the 'Millenium' soap through direct mailers, he said without advertising and marketing they were expecting about Rs 5 crore [worth of business] from this product this year. "But, if it's with advertising the business will reach Rs 10 crore due to overwhelming demand," Vasanthakumar said.
On the group's financials, he said they reported Rs 205 crore business last year and expect to reach about Rs 260 crore this year, with a growth of 25 to 30 per cent year-on-year. On their exports, he said the company was a strong player in the Gulf, Singapore and Malaysian markets.
