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Usha Intl to up Rs 80 cr mktg budget; focus home appliances

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Usha Intl to up Rs 80 cr mktg budget; focus home appliances

Usha International Ltd, a Siddharth Shriram Group company, having a range of products in the fans and sewing machines category is now bucking up in the appliances side of business and launching a slew of products in this category.

Usha International has spent approximately Rs 80 crore on marketing and advertising for its products across all categories this year. Vineet Trakroo, Chief Marketing Officer, Usha International, told exchange4media that the company planned to increase its marketing budgets in the coming year and added that a good percentage of the same would be set aside for appliances to give a major thrust to that business. The company has aggressive plans to lead markets in that space and is positive on using advertising to gain major share of voice and revenues. The company also plans to expand its distribution network this year.

While the creative duty for Usha’s sewing machine business is currently being handled by Ogilvy & Mather, the fans business is being handled by McCann Erickson. The media duties for Usha have recently been awarded to Lintas Media Group.

It may be recalled that Usha International had called agencies for a pitch a few months ago and is still on the lookout for creative partners for its appliances business. The company plans to announce the AOR on that business soon.

Although an agency is yet to be finalised for the appliances business, ads for new products are already out in print media. The creative for the same have been prepared in-house as of now. The ads, which have started appearing in leading dailies, will continue till end of January 2012.

Usha International has entered the room heater segment for the first time, launching a range of variants such as heat convector, halogen heater, fan heater, oil heater flat fin, oil filled radiator and quartz heater. The company has also introduced a new induction cooker under the brand name Cook Joy. Re-launching itself in the space of water heaters, which the company had discontinued for couple of years, Usha International has now launched Usha Verve storage water heaters available in 6L, 10L, 15 L, and 25 L range.

All these product launches are towards Usha International’s larger vision to strengthen its presence in the appliances market in India, particularly home appliances.

Trakroo said, “Usha has made its name in the sewing machines and fans business, where we are No. 1 and No. 2 in the market, respectively. Our focus now is on our appliances business where we aim to become No. 1 in next one or two years. Our marketing and advertising thrust will also be more in this area in the near future.”


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