New range of mixer-grinder of Preethi launched

Chennai, Sept 21: Preethi, the largest selling mixer-grinder brand in India, today launched its new range that would lead the company's pan-India market expansion and was planning to enter into the wet grinder market in the next 12 months.

The first piece of the new product, 'Preethi Blue Leaf', was handed over to noted businessman and Vasanth and Company chain of stores owner H V Vasanth Kumar by Mr Vijay Srinivasan, Director, Marketing, Maya Appliances Private Limited, which owns the Preeti Brand.

Speaking at the launch function, Mr Vijay Srinivasan said the new mixer-grinder from its Manufacturing facility in Himachal Pradesh, was designed on a 'leaf motif', hitherto the convention 'L' shaped mixer-grinders.

The new range comes in two models, the Blue Leaf Platinum priced at Rs 3,970 and the Blue Leaf Gold at Rs 3691, and would hit the market during the Deepavali season.

The product occupies reduced table top footprint and the platinum range comes packaged with Preethi's patented super extractor and "Grind" and "Store" attachments along with their silent 750 Watts motors, the first one to get the ISI approval in the category.

Replying to questions, the new product was expected to contribute 22 per cent in the first year in the overall sales volume, and the company has targetted to touch one million units by 2010.

The company has invested about Rs 10 crore at the Himachal Pradesh plant to support the company's expansion in the northern region.

Unveiling the company's plans to roll out wetgrinders and gas stoves, Mr Vijay said the table-top wet grinders would hit the market in the next 12 months.

''The design is out of the drawing table and a final decision is yet to be taken whether to manufacture it in Himachal Pradesh plant or in its two manufacturing facilities in Chennai'', he added.

UNI