Hindalco Plans New Product Launch Targeting Builders

Mumbai: | Updated: Dec 23 2002, 05:30am hrs
In a strategic move, the Rs 2,331-crore Hindalco Industries Ltd of the Aditya Birla Group, is planning to launch a new brand called Permashield Water Proofing Aluminium Foil in the next three months. The new launch is primarily targeted at architects and builders to make water-proofing material for terraces, among others.

The company is currently test-marketing this new product at the AL Planet 2002 exhibition in Mumbai. The exhibition is being hosted by Hindalco Industries to promote aluminium in various forms and applications in Mumbai, informs Hindalco Industries Ltd executive-president (marketing) and CEO (foil & wheel) Shashi Maudgal.

Says Mr Maudgal: We will manufacture the foil at our existing facility at Silvassa.

The company plans to host AL Planet as an annual event. It also plans to set up AL Planet exhibitions across the country next year. Says Mr Maudgal, We are also planning to set up a permanent smaller floor size format AL Planet company-owned showroom initially in Mumbai and then other parts of the cities. Currently, the AL Planet exhibition has an area size of 15,000 sq ft.

We also hope to grow our overall sales turnover by an additional five per cent within a year, he adds.