Kent aims to tap 25% of Rs 500cr water purifier mkt

New Delhi, Mar 10 (UNI) Kent RO, manufacturer and supplier of reverse osmosis (RO) water purifiers, aims to tap 25 per cent of the total market estimated at Rs 500 crore by March next year.

''We want to tap about Rs 150 crore share out of Rs 500 crore purifiers market in the organised sector of RO purifiers by March 2008,'' Kent Managing Director Mahesh Gupta told reporters here today.

Talking about the international market, Mr Gupta said, ''We will reach the Rs 100 crore mark in exports within the next 24 months.'' The company clocked a business of Rs 60 crore last year, which is expected to grow by 40 per cent to Rs 100 crore by the end of this fiscal, he said at the launch of the Kent RO's new television commercial (TVC) featuring its brand ambassador Hema Malini.

Kent is looking at a figure of 65,000 units of purifiers in 2006-07, a jump of about 300 per cent from 23,000 units sold in 2005-06.

The company MD also said the company will reinvest in the Research and Development facility which is located at Noida, but did not divulge further details.

As part of the brand-building process, the company has roped in Bollywood actress Esha Deol, also the daughter of Kent RO's existing ambassador, for promoting its product.

Kent has also announced a marketing tie-up with IndianOil, the Director said adding that Kent will nurture 200-250 out of about 4,000 distributors of IndianOil, through training.

The company has fixed an advertising budget of 10 crore for 2007-08 for promotional activities.

The new TVC starring Hema Malini and Esha Deol will be on air in the coming weeks.

Kent has already put up a new manufacturing plant at Roorkee, Uttrakhand, the production of which is scheduled to be commenced by April this year. The new plant will produce 1,00,000 units per year in addition to its existing capacity of 65,000 units per year.

Kent Director Varun Gupta said the company has made its presence internationally, especially in Kenya, New Zealand, Greece, Kuwait and the UAE.

UNI