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Indian FMCG companies take local brands overseas
By agencies
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Wednesday, 08 June 2005, 19:30 IST
MUMBAI: As ITC Ltd Foods Division is gearing up to export its brand ‘Kitchens Of India’ to Australia and Singapore, Godrej Consumer Products Ltd(GSPL) is planning to introduce its personal care brands in Bangladesh, Pakistan and Latin America. Rasna Private Ltd too, is foraying into CIS countries and Latin America within a month.
Increasingly, Indian companies are spreading their wings to offshore locations, according to industry analysts. ‘Think local, act global’ seems to be the buzzword in the Indian FMCG sector. On the company’s export plans, ITC Ltd Foods divisional chief executive Ravi Naware said: “Within two months, we will be exporting our ‘Kitchens of India’ range which includes ready-to-eat food and fruit conserves to Australia, Singapore and the Middle East. We find that Indian processed foods are in great demand in many parts of the world.” Currently, ITC Foods is exporting its brand ‘Kitchens of India’ to the U.S., UK and Canada. According to Naware, India has high potential to supply goods to key markets across the globe.
Across the road, GCGL is opting for the ‘acquisition route’ to export its personal care brands to Bangladesh and Pakistan. Explaining the company’s new initiatives, GCPL executive director and president HK Press said: “We are looking for acquisitions in these countries. We are already exporting Godrej Cinthol to 40 countries across the globe.”
Rasna Private Ltd is readying to roll out its soft drink concentrates in CIS countries, which include Hungary and Bulgaria. Piruz Khambatta, managing director of Rasna Private Ltd said: “We plan to tie up with medium-sized distribution houses in CIS countries. We are also looking at Latin America to boost our export performance.” According to a spokesperson Cadbury India Ltd, the company is currently exporting ‘Cadbury Chocki’ (a brand specially developed for Indian market) to Kenya, Ghana, Maldives and Sri Lanka.
Dabur Foods Ltd is currently exporting its flagship brand ‘Real’ fruit juices to Australia, Maldives and certain parts of the Middle East.