Top Story


Home >> Marketing >> Article

Dandi salt, Friendly Wash to go off the shelves

Font Size   16
Dandi salt, Friendly Wash to go off the shelves

An acute financial crisis has forced the Surat-based company Kunvar Ajay Group to withdraw its salt brand Dandi and Friendly Wash detergent from the market.

The Kunvar Ajay Group started its business making mass-market sarees under its own brand nearly 20 years ago. It had been in the FMCG business for the past two years with its Dandi salt and Friendly Wash detergent.

According to executives at its Mumbai-based advertising agency, Pinky Advertising, the company is no longer releasing or creating any ads for its brands. "The company is having a financial crisis and we are no longer doing any work for them," said an executive at Pinky Advertising.

A few months ago, Kunvar Ajay released ads in the local press in Surat to sell its saree business to Gujarat Arth Ltd. However, the deal fell through and reports of excise raids on the company subsequently have led it to close operations in Surat.

Dandi salt created history of sorts by notching up sales of Rs 125 crore within the first year of its launch. The company's Friendly Wash detergent achieved sales worth Rs 25 crore within three months of its launch.

Dandi salt became the classic David-versus-Goliath story, emerging as the largest money-spinner for the company. According to industry observers, the company had transferred money from its successful FMCG business to its textile operations, which led to the financial crunch.

The saree business, which had carved out a niche for itself in the middle- and low-end market segment, garners around Rs 100 crore. As a result, the Kunvar Ajay Group's turnover had gone up from Rs 100 crore (from the saree business) to Rs 250 crore, a growth of over 150 per cent in just one year.

Pricing Dandi on a par with the existing brands of Annapurna and Tata salt, the Rs 7 per one-kg packs were being made available on a national level. Relying purely on internal funds, the company had marked Rs 10 crore for its salt brand.


Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

With 17 partners and sponsors across categories, the scale of Tata Mumbai Marathon comes across as commendable as it has managed to clock 44,407 registrations and set prize money of US$405,000

In top five programmes of BARC week 2, Zee TV’s prime time shows Kundali Bhagya and Kumkum Bhagya grabbed the first two position with 12533 Impressions (000s) and 11275 Impressions (000s). The re-run...

According to Flurry’s “State of Mobile 2017” annual wrap-up report, Lifestyle and Gaming Apps categories are on a decline