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Thursday, February 25, 1999

Marketplace briefing 

FE NEWS SERVICE  
Bacardi introduces Carta Blanca in miniature bottles: Bacardi-Martini India Ltd's (BMIL) white rum Bacardi Carta Blanca has been introduced in miniature 60-ml bottles. Priced at Rs 35 per bottle, the product is aimed at wooing first-time consumers. The positioning for the brand is: Bacardi Rum - good always, good always. The product is to be enjoyed with mixers like tonic, lime and soda, says BMIL. Carta Blanca is also available in 750 and 375 ml bottles.

Titan's `Kaal' range of timepieces: Titan has launched a collection of innovative decorative timepieces under the `Kaal' banner, which symbolise the fusion of time with the timeless art of Indian craftsmanship and the science of precision time-keeping. The designs have been conceived in Titan's design studios and then translated into timepieces by renowned craftsmen. The first of the collection - the Etikoppaka range - has been entirely hand-crafted from seasoned renewable Ankudu wood by the traditional woodcarvers from the village ofEtikoppaka in Andhra Pradesh. This range is priced at Rs 575.

The second collection of `Bidri' clocks was launched in the New Year. These have been adapted from the 400-year old craft from Bidar in Karnataka. This range is priced from Rs 795 to Rs 1,250.

The ranges are available in Titan's showrooms and other outlets such as Ebony, Khazana (New Delhi), Shopper's Stoppe and Akbarally's.

Godrej launches Fire Doors: Godrej & Boyce Manufacturing Company Ltd, together with Central Building Research Institute, Roorkee, has launched `Fire Doors', a business which Godrej has recently forayed into. The market for Fire Doors has tremendous potential as these are required in all high rise buildings, fire escapes, electrical rooms, warehouses, etc. and have already been made mandatory by the Chief Fire Officers in many cities. Godrej is a pioneer and leader in the field of security equipment for the banking industry for over a century.

Chalo Shaan Se from Wilkinson: Following the success of its WinGold promotion, Wilkinson Sword India Ltd has launched yet another mass market promotion Chalo Shaan Se. Its main theme is to indicate `change to Wilkinson' through the concept of mobility and changing to a better lifestyle. The contest is aimed at a large target audience that is aware of the brand but has not tested the blades. Open till May 31, 1999, the contest is expected to generate great interest with its prizes of one Tata Sumo and 20 Bajaj scooters.

The company claims phenomenal success for its Wilkinson Sword Win Gold Contest which was on since July 1998, with over 5 lakh people participating. The winner of one kg of gold and 1,000 winners of gold blades would be announced soon.

Chateau Indage launches Figueira Ruby Port: Chateau Indage (India) Ltd, a leading wine producing company, has recently launched Figueira, a ruby port wine in the states of Maharashtra, Goa, Karnataka and Andhra Pradesh. Priced at Rs 116 for 750ml, the product is positioned as a premium wine that complements thelifestyles of upwardly moblie professionals. The company has recently entered into a strategic alliance with M/S. Wente Vineyards of California, Groupe Taillan of France and Peter Mertes of Germany.

LG's plasma air-purifying airconditioner: LG Electronics Ltd has launched a new package airconditioner based on plasma air-purifying technology. The company claims it is the first such airconditioner to be launched in the world. The plasma air-purifying system comprises a plasma ionizer that acts as a filter and prevents dust from passing through. LG ELectronics India claims that the plasma filter can control pollution/dust in the room to the extent of 90 per cent. Besides, it can almost remove bad odour within 30 minutes of operation.The 2.5 tonne airconditioner, designed to be mounted on the floor, is priced at Rs 86,990.

Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.


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