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Future Group set to expand portfolio

Kishore Biyani-promoted Future Group, which recently entered the toothpaste market with its private brand Sach, is looking at further expanding its portfolio in the personal care and the oral hygiene segment, reports Rachit Vats.

business Updated: Mar 31, 2010 22:36 IST
Rachit Vats

Kishore Biyani-promoted Future Group, which recently entered the toothpaste market with its private brand Sach, is looking at further expanding its portfolio in the personal care and the oral hygiene segment.

The company will continue to build its private brands and will explore possibilities to look at a distribution network beyond its own.

“At some point of time the company would be open to this (kirana stores) but we need to have certain size and scale for that. It’s not possible to put a date to it but yes, it’s a possibility,” said Devendra Chawla, business head (private brands), Future Group.

So far the company is satisfied with the initial sales for Sach, which is a mass product and within three days of its launch clocked over 25,000 unit sales — thanks to its aggressive in-store promotional campaign. The company is also looking at launching deodorants under the personal care products.

Biyani had in the past talked about the company’s growing focus in its private brands for further growth. At present the company is focusing on growing consumption by launching multiple private brands across all categories. Soup, corn flakes, toilet cleaners and detergents are some of its most successful categories under the private brands.

“We have succeeded in every private brand we have entered. With the limited stores and distribution we have, the idea is to increase our margins as private brands give us much higher margins,” said Devender Chawla.