At a time when advertising spends have had been cut thanks to a combination of factors, NEPC is adopting a two-pronged strategy of event-based promos through its Aaj Ki Naari contests and a nation-wide network of ladies, particularly housewives, to push its brands.

``The first of such networks will be kicked off in Chennai in a fortnight's time and we hope to add on other cities to the list soon,'' S Mahadevan, general manager, NEPC Agro Foods said.

Though the ad-spend on Trupthi had peaked between 1993-1996, advertising budgets over the past few years have been almost non-existent in recent times. However, the brand has still maintained its recall despite the jostle between various products in the category for shelf-space.

Accordingto an ORG study quoted by Mahadevan, while Trupthi enjoys a share of almost 16 per cent of the packaged Atta market, Kissan Annapoorna has a share of 17.99 per cent, Captain Cook 14.20 per cent, Godrej Pillsbury ten per cent and interestingly, Shakti Bhog--the purely regional brand from North India--the maximum share of 20.60 per cent.

Though Captain Cook, according to the senior company executive has exited from the market since this study was conducted, NEPC's Trupthi itself has seen a falling sales curve. As against sales of 5,000 tonne of atta per month between 1994-96, its average sales in 1998-99 were just 1,200 tonne per month.

``The entry of new players has affected our sales and we want to get back our share now,'' Mahadevan said briefing press persons on the company's new plans for the campaign.

NEPC will be holding a series of Aaj Ki Naari contests in most cities across the country and appointing brand Ambassadors in each one of them. Trupthi is now working on improving channelmanagement to effectively make its range--which includes water--available across the country.

``In other words we are picking up the threads of this brand's life and getting on with the task of leveraging its equity,'' Mahadevan added stating that the company hoped to end the current financial year with a turnover of around Rs 30 crore.