Resil launches car grooming products

Resil Chemicals, the Bangalore-based Rs 45 crore silicones and finishes company, announced its entry into the Rs 100 crore car care and grooming segment. The company, which launched Vista Carcare on Thursday, expects the segment to contribute Rs 25 crore over the next three years.

Resil hopes to meet competition from established MNCs like 3M and Pennzoil by focussing on a support-based marketing and not just product selling.

At the launch, M S Vijayan, joint managing director, Resil Chemicals, said that barring MNCs the market is highly disorganised. However, with the market potential estimated at Rs 160 crore immediately, Resil's targets for three years are modest.

This launch is in line with the textile finishing substrates focussed company's decision to diversify into industries that require similar chemical applications. Car care products follow earlier forays into leather and polyurethenes.

Senior officials said the company, besides adopting the tested B2B sales channel "" through service stations and garages "" will create a shelf category in supermarkets and large format stores.

"We will usher in the concept of Do It Yourself, to garner strong numbers from direct customer sales." The company has decided to set up car grooming spas, and reach out to customers directly through SMS and internet.

The Vista range includes cleaners, surface conditioners, special treatment products and bike care products bearing Rs 60 to Rs 400 price tag.

The company said, the market will grow exponentially as the auto industry is predicted to maintain a 13 per cent growth rate.