Milton Global Ltd—with a sales turnover of over Rs 250 crore—is planning to take its ‘Treo’ glassware brand global. As part of the strategy, the company is planning to export Treo glassware to 49 countries and sell the products through departmental stores based in these countries soon.
The company has been exporting ‘Milton’ thermoware and plasticware products to 49 countries including Europe, Africa, Middle-East and Far East among others where the products have taken off well, said Milton Global Ltd vice-president (marketing) Sandip Sinha.
Currently, Milton Global Ltd does not manufacture Treo glassware products in India but imports inflammable products such as tea/coffee glass pots and high-quality tumblers manufactured under Treo brand name from Germany besides high-quality stemware which contains flask and red wine glasses from Netherlands. In addition, other Treo glassware products are also being sourced from Latin America, Far East and Middle-East. At present, Treo products are priced between Rs 50 and Rs 1,050.
“We will not manufacture Treo glassware in India unlike Milton products because we do not have expertise in manufacturing glassware in India,” explained Mr Sinha.
As for the Indian market, Milton Global Ltd has charted out aggressive marketing plans to strengthen the brand visibility of Milton thermoware and plasticware and Treo glasswares through separate marketing networks.
To start with, the company is planning to set up 100 Treo shop-in-shops and 100 Milton shop-in-shops within premium retail outlets and malls by March 2005. As part of the strategy, both Treo and Milton shop-in-shops will have a separate set of premium retail outlets.
Explained Mr Sinha: “This is part of the company’s strategy to adopt global strategies—the thermoware segment is price-driven globally and by setting up shop-in-shops we will be able to cater to a larger population.”
“The shop-in-shop concept will prove to be a sales driver for the company and generate an additional 10% sales to its overall sales turnover. Besides, consumers’ needs, tastes and preferences are changing and the shop-in-shop concept will provide much better explanation on the usage and significance of products,” he added.
At present, Treo glassware is being marketed through 20,000 retailers.
Milton Global Ltd has recently implemented below-the-line activities to promote its Treo glassware in India. Of the Rs 250-crore glassware segment, the branded category constitutes Rs 100 crore. “With new marketing initiatives, we hope to achieve 30% marketshare in the glassware segment. In the thermoware category, we hope to grow our marketshare from 15% to 20% within a year. During the period, we hope to grow our overall sales turnover which is more than Rs 250 crore by an additional 20%,” he summed up.