Super-Max to launch new products in India

Last Updated: Wed, Aug 24, 2011 19:23 hrs

Super-Max Personal Care, the world’s second largest manufacturer of razor blades, is planning to launch some of its products currently sold in the US and European markets, in India shortly.

“We will be launching our four-blade disposable razors and battery-operated disposable razors in the Indian market during the the next quarter,” Ajay Bindroo, chief executive of Super-Max group, told mediapersons .

The family-owned company, which has three manufacturing plants in the country at Thane, Hyderabad and Gagret (Himachal Pradesh, and a production facility each in Mexico and Bangladesh, is planning to set up a greenfield plant in Brazil, which will be commissioned by January 2012.

“The Hyderabad plant has become almost export-oriented with 95 per cent of the goods manufactured here moving out of the country. We will be ramping up the capacity at this plant by 40 per cent in a span of six months from now to cope with the demand,” Bindroo said.

Super-Max currently enjoys a market share exceeding 50 per cent in the razor blades segment in India and 20 per globally, with India contributing close to 35 per cent to its overall revenues. The company today launched a new direct distribution initiative – Wonder on Wheels – in Hyderabad, the second city for the launch after Jaipur, through which it intends to reach out to one million retail outlets across the country, by deploying 2,000 company-branded motorcycles that will deliver the products to the outlets on a real-time basis.

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