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Rediff.com  » Business » Eureka Forbes eyes elite for top-end product

Eureka Forbes eyes elite for top-end product

May 29, 2006 14:02 IST

Water purification machines provider Eureka Forbes Ltd is eyeing the creme de la creme in Delhi for its top-of-the-line seven stage filter which is especially designed for cities in the northern region.

"We have launched our innovative product 'Aquaguard Integra 7' in the national capital and are aiming at selling about 2000 machines to the elite in the next two months," Eureka Forbes Ltd Vice President Lalit Wadhwa said.

The product, developed at the company's Research and Development unit in Bangalore, is equipped to filter all the impurities that are specific to the region. The product worth about Rs 25,000 would be sold through direct marketing.

"Currently we are focussing on the market in the national capital but plan to move to other cities such as Chandigarh and Lucknow by August," he said.

Asked about the production capacity, he said, "the top-end product, at present, is being produced at the Bangalore unit. It could also be manufactured at any of the other four units in Bhimtal, Haridwar, Meghalaya, Baddi, and Ranipur."

On the company's expansion plans, Wadhwa said Eureka Forbes is moving into the country's yet untapped rural market to scale its Rs 722-crore (Rs 7.22 billion) turnover by 20 per cent.

The company, with about 6,500 direct sales workforce, plans to enter into rural areas with region-specific products like tap attachment and its flagship Aquaguard, he said.

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