Bofors plans a comeback

PR firm hired for feedback on public perception

Swedish gun major Bofors Defence AB is making a re-entry into the country. Rechristened Swedish Weapons Systems (SWS), the arms company, which was involved in India's controversial purchase of the 410 Howitzer gun, has sought the services of a Delhi-based public relations (PR) firm to get a feedback on the Bofors issue from defence establishments, government agencies and people at large.

A well-placed source in the defence ministry told Business Standard, that with the increasing demand for self-propelled and towed guns, Sweden was trying to make a comeback after the Union government lifted the ban on Bofors Defence AB. Its Fh-77bs model Howitzers' performance has been well received by the Indian Army.

"Three companies are in the race for the sale of propelled guns including SWS and one company each from South Africa and Israel. SWS is keen to start business with India and is working at improving its reputation in the market," said the source.

An SWS team headed by its information manager, Christer Heneback, was recently in India. The company has employed the services of Delhi-based Torque Communications, a closely held PR firm, to get a feedback on its image.

Supriya Gupta, president and managing director of Torque, said, "We are working as a radar for SWS and are unable to divulge any further information on SWS and the assignment."

Sources close to Torque said on June 30, Heneback was given a presentation by Torque executives about its research on the status of the Bofors and Howitzer brand names.

Heneback was unavailable for comment. During the second India Defence Industry Summit in February, Defence Secretary Ajay Prasad was quoted as saying, "The new owner of Bofors Defence AB, Swedish Weapon Systems (SWS) is offering an upgraded version of the gun and is keen to revive the 1986 agreement to manufacture the self-propelled and mounted Howitzers."

Back with their big guns

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• The company has employed Delhi-based Torque Communications to get a feedback on its image

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• The performance of Bofors' Fh-77bs model Howitzers has been well received by the Indian Army