Lalu brand fodder gluts Bihar market

Patna, June 26 (UNI) A particular type of animal fodder named after Railway Minister Lalu Prasad branded as 'Lalu Pashu Ahaar'is glutting the markets of several districts in Bihar.

But similar efforts to cash on the acceptability of the seasoned leader's name failed to evoke desired degree of response from the buyers in the recent past.

'Lalu sattu cola', 'Lalu Khaini', 'Lalu Chocolate' 'Lalu Shale Sasural-cosmetics'and'Lalu Doll' are still fresh in the memory of consumers although the film'Lalu Prasad Yadav' proved a flop at the box office.

Promoters of the latest brand of fodder named after Lalu are, however, confident of success of the venture since, according to them,''the brand name Lalu guarantees instant success''.

The proprietor of the firm which launched 'Lalu Pashu Ahaar' Satish Singh and its area sales manager Aniruddh Singh Thakur said Lalu was a familiar name in rural Bihar and half of the marketing job was done as soon as a product is named after Lalu.

A survey conducted by the manufacturers indicated that once the product was named as Lalu Brand, it would be easily established in the market since 80 percent of the population were familiar with the name, Mr Thakur argued.

The monthly turnover of the company is to the tune of Rs 20 crores, Mr Thakur claimed and said that the Lalu brand'pashu Ahaar ' was high in demand in Muzzafarpur, Samastipur, Danapur, Begusarai and Ara.

Mr Satish Singh, the proprietor of the company, said that selection of the name was a well concieved marketing strategy. The Lalu Brand fodder penetrated into the market six months back with different packs of Lalu Super, Lalu By Pass and Lalu Super By Pass.

Enthused with the growing demand for the brand,the manufacturers are now exploring the possibilities of export,Mr Singh said and added that he had since contacted consulates of different European countries for supplying the Lalu brand fodder during lean periods and winters.

Guided by the prospect of brisk sale of products named after Lalu, a Delhi-based chocolate firm manufactured chocolates and lemon juice under Lalu brand recently which were selling like hot cakes in the small towns and villages of North Bihar.

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