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Anchor teams up with UK co for modular switches

Purvita Chatterjee

With the baseline, `Great switches from Great Britain', the company is expected to have a new agency handling its account in India.

Mumbai , Dec. 6

ANCHOR Electricals & Electronics Ltd has forged a joint venture with the UK-based company Woods Electricals to bring Anchor Woods brand of premium modular switches into the country.

Mr Sashi Nair, President, Anchor Electricals, told Business Line, "We would be launching contemporary technology-driven modular switches under the Anchor Woods brand and supplying the products to markets in Europe and West Asia as well.''

With an authorised capital base of Rs 5 crore, the new company will have 76 per cent stake held by Anchor and the remaining is expected to be held by Woods Electricals.

The new switches will be pegged in the range of Rs 70-Rs 80. Apart from switches, Anchor Woods would also offer other products such as electronic sensors, movement detectors and mood lighting systems.

With the baseline, `Great switches from Great Britain', the company is expected to have a new agency handling its account in India. "We are in the process of short listing ad agencies for the brand and there are plans of rolling out a new campaign,'' Mr Nair said.

The company is expected to use its existing manufacturing base in Daman and Kutch for manufacturing the Anchor Woods brand.

"We expect India to emerge as the main sourcing hub for Anchor Woods products within the next three years,'' he said.

In 2000, Anchor forged a joint venture with the Italian switch maker, Ave, to make super premium switches under the Anchor Ave brand.

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