— PHOTO: Kamal Narang

WATER, WATER EVERYWHERE: (from left): Hema Malini, Rajya Sabha MP, Esha Deol, new brand ambassador of Kent RO, spiritual guru Ravi Shankar and Mahesh Gupta, Managing Director, Kent RO Systems, at the launch of an advertising campaign in New Delhi on Saturday.

NEW DELHI: Kent RO Systems, a major player in the water-purifying sector and pioneer in mineral RO technology, on Saturday announced major expansion plans and a strategic marketing tie-up with Indian Oil Corporation to target a turnover of Rs. 100 crore by the end of 2007.

As part of the marketing strategy and expansion plan, the company proposes to spend Rs. 10 crore on the ad campaign besides signing on youth icon and cine star Esha Deol as its brand ambassador.

Commenting on the tie-up announced in the presence of A. N. Jha, General Manager, IOC, Mahesh Gupta, Managing Director, Kent RO, said the synergy that existed between the two brands would further create a win-win situation for every one.

"The wide network of Indian Oil will help Kent RO to make its product available across the country in addition to its own pan-India presence," he said. Mr. Jha said, "The strategic tie-up with Kent RO is aimed at providing our retailers and dealers with an additional source of income and better consumer relations." Mr. Gupta said, "Kent RO has already put up a new manufacturing plant in Roorkee (Uttarakhand) to meet the burgeoning demand for water purifiers anticipated to arise out of the strategic tie-up with Indian Oil.

"Scheduled to be commence operations in April, the new unit will manufacture one lakh units a year in addition to the existing manufacturing capacity of 60,000 units annually."

He said the company was aiming to push the turnover from Rs. 60 crore to Rs. 100 crore by the end of 2007.

Printer friendly page  
Send this article to Friends by E-Mail