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Liberty launches sanitary-ware

Special Correspondent

JAIPUR: Liberty -- a private company manufacturing footwear -- launched its ceramic sanitary-ware products, branded as "Beach", here over the weekend while affirming that the diversification would fill the rising demand-supply gap in the bathroom fixtures sector.

Liberty Whiteware CEO Adarsh Gupta, launching a huge product range conforming to European standards, said items such as wash basins, shower trays, bathtubs, WC bowls, shower cabins, faucets and other accessories would be available at affordable prices and make new homes "treasured sanctuaries".

Mr. Gupta said the Beach products would be marketed through Liberty's select new outlets fashioning a retail revolution "with the finest in luxury living".

Liberty Whiteware plant has been established in the Neemrana industrial area in Alwar district of Rajasthan in a record period of 10 months. Mr. Gupta said the project would achieve a no-profit-no-loss status in the very first year of its production, while the targeted turnover in the fifth year of commercial operations was Rs. 200 crore.

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