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9, December 2006 Pragati Maidan, New Delhi.
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Domestic FMCG majors have started approaching international markets in a bid to globalise their brands. Though this is a small trend right now, it's beginning to gain ground. In an effort to globalise its home-grown brand Good Knight (mosquito repellent), Godrej Sara Lee is test-marketing the product in Pakistan. Parle Bisleri is tying up with retailers to market its brand Bisleri in the United States. Likewise, Marico Ltd and Dabur India are extending the reach of their flagship brands—Parachute and Vatika—to global markets. Clearly, the focus seems to be on ‘globalisation of home-grown brands’ in the Rs 69,000 crore Indian FMCG industry. After acquiring Keyline brands(UK) and Rapidol (South Africa) last year, Godrej Consumer Products Ltd is now getting ready to launch its home-grown brands FairGlow and Cinthol in South Africa and the UK, according to HK Press, executive director, GCPL. Just what’s fueling this enthusiasm for global reach?” `Indian FMCG majors are keenly eying global markets for additional revenues,” according to an analyst based in Mumbai. `Recognising the growing demand for Indian brands across the globe, these companies are extending their reach to African and Asian markets too. Also, these companies now want to cater to the needs of Indians living in the UK and USA,” he added. On the company’s export strategy, Harsh Mariwala, chairman & managing director of Marico Ltd said: “We are extending the global reach of Parachute to the Middle East and Bangladesh this year.” According to Sunil Duggal, CEO of Dabur India Ltd, the company’s main export focus is on Asian and African markets. “We want to strengthen our brands Vatika and Dabur in overseas market this year. Almost 11% of our revenues come from international operations,” he said. Meanwhile, Godrej Sara Lee has kick started its export initiatives to globalize its Good Knight brand. `Our core strategy is to focus on globalization this year. We are looking at ways to grow the brand in Bhutan, Maldives, Sri Lanka and Nepal. We are soon entering Pakistan,” he added.
Date: 26-Jan-2007
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