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MARKETING & MANAGEMENT
Swadeshi To Launch Women Distributors
Posted online: Monday, February 16, 2004 at 0000 hours IST
 
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MUMBAI:  In a bid to gain a competitive edge over multinational companies (MNCs), Mumbai-based Swadeshi Marketing and Retail Trading India Pvt Ltd—which is into direct-marketing and retailing of indigenously produced goods in the country—is set to introduce women distributors to sell its in-house labelled products and those manufactured by Indian companies.

The company is in the process of launching women-oriented schemes for wives of its existing 1.5 million male distributors. As part of the schemes, discount will be given to women distributors on products such as beauty cosmetics, plastic containers, housewares and cutlery, among others. The move will enable Swadeshi Marketing to beef up its distribution network to three million distributors soon.

Ramakant Gaikwad
At present, it markets 150 Indian-manufactured products of companies and brands including Wipro, Emami, Haldiram, HMT, Afghan Soaps, Meswak, Babool and Park Avenue as well as in-house labelled products called ‘Appeal’ perfume, ‘New Gold’ powder and ‘Kewlin’ hair oil. These products are marketed through the company’s 1.5 million male distributors and 250 exclusive showrooms called ‘Swadeshi Swabhiman Shoppe’ in major metros, Swadeshi Marketing and Retail Trading India Pvt Ltd managing director Ramakant Gaikwad told FE.

“We are also planning to expand the existing number of exclusive showrooms from 250 to 300 in major metros within a year. For the purpose, we are planning to invest Rs 15 crore. In fact, setting up exclusive showrooms and creating awareness will fetch us a growth rate of 125 to 150 per cent,” he added.

Swadeshi Marketing recently entered into a strategic alliance with Emami and plans to expand its Indian- manufactured products portfolio to 200 within a year, he said.

According to Mr Gaikwad, the company is also planning to foray into children-oriented products such as educational books, bags, water bottles, and, if required, may look at the possibility of setting up its second manufacturing unit.

At present, its existing Silvassa-based factory manufactures in-house labelled brands.

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