FMCG company Henkel India is looking at penetrating into the northern and western markets in the country by sprucing up its brand image and distribution network, after having captured a sizeable market share in the south.
The company is looking at introducing new products?detergents and cosmetics?during 2009, to take on competition.
Talking to FE, RR Samuel Chandar, vice-president (HR and commercial), Henkel India Ltd, said, ?We want to set a benchmark for our products across the country. We will spruce up activities in the north and western markets.? Currently, these two regions contribute 35% to the company?s overall sales.
?We plan hike our market share through a renewed focus on brand building, marketing and distribution activities,? he said. Chandar noted that Henkel?s network of distributors, which now stands at 2,000, will be strengthened, particularly in the north and western regions.
The company also has sizeable contract manufacturers across the country to scale up production, if required, to arrest delays in distribution.
?In addition to that, we are developing a lot of training programmes for distributors as well as sales and marketing personnel,? said Chandar.
Currently, Henkel India exports small quantities Nepal, Bangladesh, Malaysia, Japan and African countries.Chandar noted that the company is working on two new products, which it hopes to launch next year.