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RP Electronics targets 10% share in childcare market

07-May-2004
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RP Electronics targets 10% share in childcare market

Eyeing a potential business opportunity in the childcare segment, RP Electronics (RPE), a promoter company of Rs 1000 crore Salora group has tied up with the US-based Luv n’ Care, a $167million firm to introduce a comprehensive range of infant care products ranging from non-drip sippers and teethers to forks and spoons. RPE would market the international infant care brand ‘Nuby’ from the kitty of Luv n’ Care under the umbrella of Purple Turtle in the country.

With the latest venture, the group is targeting 10 per cent share of a Rs 50-crore opportunity in the Indian childcare market. Dwelling on the marketing strategies, Ashok Chowdhary, RPE chief executive officer said the product would be marketed through two channels – firstly through a strong network of over four lakh retail outlets across the country. This would include all major shopping malls. And, secondly the products would be sold as an OTC item across all leading chemist stores.

Initially the company has no advertising plans. The products would initially be marketed through retailers who were being provided with an extensive literature. “After six months from now, Mindspace would develop an extensive ad campaign which will hit both national and regional media,” Chowdhary said while talking to exchange4media.com.

Further elaborating the expansion plans for the infant segment, he said plans of setting up a manufacturing plant in collaboration with Luv n’ Care was in the process. RPE has also planned to introduce more international brands in a phased manner under the brand, Purple Turtle in various categories like baby care, toiletries and child hygiene products in the coming months.

At present, the products range between Rs 60 and Rs 250, which would make them affordable for the Indian consumer, Chowdhary observed.

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