Bajaj Electricals to tie up with Italy-based Nardi

Written by Mona Mehta | Mumbai, Oct 30 | Updated: Oct 31 2007, 10:06am hrs
Bajaj Electricals Ltd will enter the brand licensing market with Italy-based Nardi to launch Bajaj Nardi branded hobs, gas appliances, and chimneys in India soon.

The Bajaj-Nardi branded premium gas appliances will be available in the Indian market from December 2007, R Ramakrishnan, president and chief operating officer, Bajaj Electricals Ltd told FE .

According to Ramakrishnan, The positioning of Bajaj Nardi will be in the premium end of the gas appliances market. Hence, the pricing strategies for the new branded products would be at par with the top end market products. We aim to attain a market share of 30% in the premium gas appliances market. At present we are in the gas appliances market in India targeting the mass and middle end market with Bajaj branded gas stoves which has taken off well.

The premium products will be brought as complete built units and the company may foray in assembling and making

As for the retailing strategies for Bajaj Nardi, the company is targeting malls, hypermarkets and premium retail outlets. We are looking at selling the premium appliances through Reliance Digital, Croma, Vijay Sales and Sony Mony apart from other premium durable retail stores. We are open to even being anchor tenants within malls to sell Bajaj Nardi branded gas appliances and Bajaj branded small appliances as well. Plans are on the anvil to sell our appliances to 200 markets in India within the few months.

The market for gas appliances in India is growing at the rate of 20% to 25% per annum. We believe that Bajaj Nardi will add significantly to our top line product category, summed up Ramakrishnan.