Wipro Consumer Care and Lighting is planning to launch its modular furniture range in Mumbai following the successfully launch of the product in the southern markets.
Vineet Agrawal, president, says that the range brings with it a height adjustability option of 2 inches to suit the Indian consumer. Within a year of its launch, the company has already sold 16,000 units to clients like Biocon and Siemens.
The company will further consider launching the modular furniture range across the country depending on the response from the current market.
Product innovation and phased roll out are what has marked the company's strategy over the last few years.
The test marketing of its baby soap in Andhra Pradesh is a case in point.
"The perception is that baby soaps are a high-end premium product, a concept we wanted to change. By bringing about a change in packaging we were able to achieve that," Agrawal said.
He added that they are now happy with the response to the baby soap range and are considering launching it in other markets as well.
About six months ago, the company introduced its value-added flavoured honey under the Sanjeevani brand in Maharashtra.
This range has now been introduced in Chennai as well. "Indians tend to mix honey with lemon or ginger for certain specific purposes. We combined the two and it has gone down well with the consumer," says Agrawal, saying that there has been a demand for larger sized packs.
He says that the company will continue with its strategy of rolling out products in a phased manner across the country, with focus on the western and southern markets at present.
Also the strategy of bringing in products with that slight innovative touch seems to have worked for the company, which recorded revenues of Rs 229.5 crore (Rs 2.29 billion), inclusive of profit before interest and tax of Rs 31.2 crore (Rs 312 million), for the nine-month period ended September 2005.
WCCL is among the very few FMCG companies to have done better than the sector over the last few years.
Meanwhile, the company's flagship soap brand, Santoor, is a Rs 400 crore (Rs 4 billion) brand and has introduced extensions like face washes in select markets. "We focus on giving better value to the consumer, which is what is working for us," says Agrawal.
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