Says Vivek Mathur, group chairman: ``Our repositioning statement is: top quality and good value. We are confident of extending the Sumeet brand equity of durability and strength to this new range.''In a category where products are not considered lifelong buys, Sumeet, with its premium pricing, is targeting the new upwardly mobile families that demand value.

Its anti-oxidant pressure cooker for example, is priced at a tony Rs 6,000, but according to Mathur offers the value of `three safety valves and keeps the mineral content of food intact'. Similarly, the pressure steam irons claim to iron a large variety of clothes and fabrics likewoollens and suits but are priced at between Rs 9,000 to Rs 15,000. Other products in the range: toasters (from Rs 1,650 upwards); barbecue grills (Rs 7,950); auto-ignition gas stoves (Rs 5,000 upwards); and cooking ranges (Rs 30,000 upwards). The products are being test marketed at the International Trade Fair in New Delhi, currently.

According to Mathur: ``We are not directly competing with known brands as we are in a different category altogether, offering technologically superior products at a price we consider good value.''

The company supports its value-for-money positioning by claiming it has products that offer the latest technology, and in the long run offer economy.Sumeet has set a turnover target of Rs 172 crore for next year-more than double of this year's Rs 80 crore. Its ad-budget too has also been increased from the current Rs 3 crore to Rs 12 crore next year.

A brand that so far depended on its strong brand equity and distributor network and went in only for sporadic advertising, Sumeetwill now be concentrating on advertising in a more focussed manner. The January 2000 launch of the new range will be supported by umbrella advertising for the products. Supporting the advertising will be demos (at least two a week) and service camps in semi-urban areas.

It is also targeting the replacement market, which accounts for almost 50 per cent of the market, with exchange schemes, discounts and sales at the distributors' end. Long-term plans include going in for e-commerce, once it expands its Website.

With 29 distributors and 10,000 dealers (5050 authorised) across the country, the company will use segmentation of outlets according to the products: while the entire range will be on display at small appliances and department stores, some products like the stick blender will also be placed in gift stores.

Sumeet mixer-grinders enjoy a 22.7 per cent market share of the 3 million pieces annual mixer-grinder market. Exports account for 8 per cent of Sumeet's total turnover. Last year it gained Rs6.4 crore from exports to USA, Singapore, Far East, Middle East, Africa and Australia. It claims to have a consumer base of five million consumers worldwide.