Modi-Revlon to produce fragrances in India

Updated on May 20, 2007 04:02 PM IST
The firm aims to cash in on the growing domestic market and will manufacture the products in its new unit at Modinagar.
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PTI | By, New Delhi

Aiming to cash in on the burgeoning domestic fragrances market, Modi-Revlon, a joint venture between the Modi group and international cosmetics firm Revlon, will start its production unit for perfumes in India by June.

"We are looking at strengthening our position in the Indian fragrances market. Our new unit at Modinagar in Uttar Pradesh will go onstream by June," Modi-Revlon Senior Manager Marketing Amit Kumar Ghatak said.

He said the company would manufacture body sprays, Eau de Toilette (EDT), colognes and aftershave lotions in its new facility at Modinagar.

With local production, the company expects a more cost efficient production of all ranges of fragrances and provide tester pieces as well, he said.

Riding on the benefits of local production, the company was eyeing the third largest share of the fragrances market, he said.

Ghatak said the company was also planning to expand its product range by introducing new fragrances that were set to hit the market in September.

"We have introduced new sizes and gone for a marketing mix with revised packaging of the products," Ghatak said.

Modi-Revlon's fragrances product portfolio currently consists of Charlie Cologne, Fire and Ice cologne, Jean Nate after bath splash, Ciara Cologne, Enjoli Spray and Jontue cologne.

In terms of market share, Ghatak said, presently the company did not enjoy a strong presence in the body spray segment, while in the Eau de Toilette (EDT) segment it had 35 per cent share.

Modi-Revlon, a 76:24 joint venture between Modi Group and Revlon, currently has one unit at Guwahati, which manufactures colour cosmetics.

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