It's a repeat of the David vs Goliath battle in the toothpaste segment. Having crossed swords with the likes of Nestle and Cadbury's over three decades ago, Mangalore-based CAMPCO has announced its plans to get into FMCG marketing, promoting Effermint toothpaste.
While for CAMPCO this marks its maiden entry into FMCG marketing, for Effermint India (Thrissur-based company) this would be its second go with a large player.
It had on an earlier occasion partnered with TOMCO, the FMCG arm in the Tata stable. According to CAMPCO president SR Rangamurthy, the idea of getting into FMCG marketing was to leverage on the co-operative's marketing strength.
“We have over the years built a strong marketing network for our chocolates which we intend to use for Effermint toothpaste,” said CAMPCO MD Madhusudhana Rao.
Mr Rao said that the co-operative also intended to push its arecanut-based value-added products such as 'Kaju supari' and A1 supari also through the chocolate marketing network. Currently the areca-based items are sold through a separate marketing network.
CAMPCO has 18 area sales offices, 75 sales representatives and 25 assistant sales managers who would be used in the marketing of Effermint toothpaste, sources added. T Khalid, senior director of Effermint India, said the Thrissur company would also look to using CAMPCO to push other products in its stable such as shampoo, talcum powder and shaving cream.
The toothpaste market in India has three sub-categories: white, herbal and gel and is valued at over Rs 1,200 crore.
The market which is witnessing brisk growth has seen the entry of several players including the Morbi(Gujarat) based Ajanta group which is known for making horological products.
CAMPCO was set up in 1973 and is a multi-state, arecanut and cocoa growers co-operative. The chocolate factory came into being in 1986.