Satnam is also attempting a come-back in the branded pulses market after a gap of three years. The company had made an unsuccessful bid in the branded pulses market in 1997. ``The product was much ahead of its time then,'' reasons Satnam Overseas joint managing director Mr Gurnam Arora.

The relaunch of Kohinoor-on which the company has shelled out Rs 1 crore-includes major changes in its packaging and positioning. Taking the `Flavour of India' platform for Kohinoor, the company is trying to cash in on the growing affinity for everything `traditional'. The brand was till recently being promoted by celebrity couple Mr Mansoor Ali Khan Pataudi and Ms Sharmila Tagore.

The new package-which has been designed in London-thus imbibes the best from across the country. ``The new packaging highlights the beauty of our oneness despite our diversity,'' says Mr Arora. The theme will be communicated through an advertising campaign-both print and electronic-to be launched this week. The company is spending Rs 2 crore on the campaign out of the total brand budget of Rs 5 crore for the current year. Last year it spent Rs 1.6 crore.

Besides advertising, Satnam plans to hold roadshows and free sampling to propogate the relaunched version of Kohinoor. It also plans to sponsor a proposed cookery programme Mirch Masala on Star Plus. Satnam will also build loyalty for the brand by having movie premieres.

Doon's 200 gm pack to drive volumes
With a view to penetrating its newly-launched flagship basmati brand Doon faster, wider and deeper, KRBL Ltd-a recent entrant in the domestic basmati market-has got an innovative plan up its sleeve: the company plans to introduce Doon basmati in 200gm pouches. While the new packaging will be launched as a festive goodie around Diwali this year, the long-term aim clearly is to increase penetration levels and expand the user base by targeting those who can't buy larger packs for want of working capital.

Targeted at small families, Doon's 200-gm packs would be priced at Rs 12 per pack. And KRBL is aiming high on this packaging innovation: it expects togarner 60 per cent marketshare by the end of the current financial year.

``By March 2001, we'll be the No 1 player in the branded basmati market,'' says KRBL's chairman and managing director Mr Anil K Mittal.

The company is currently in the process of developing a national distribution network. At present, the company claims to have covered the high-usage rice states like Gujarat, Maharashtra and others. ``By November, we should be present all over India.'' says Mr Mittal. KRBL claims to have 65 distributors in its fold and plans to add another 50 during this year.

KRBL claims to be the largest exporter of basmati rice with a turnover of $63 million.The company is also in the process of finalising its ad strategy. It has already earmarked an ad budget of Rs 2 crore for its brands which include India Gate, Bemisal, NoorJehan, Lotus and of course Doon.