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Tuesday, Jul 13, 2004

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Marketing - Strategy


Kaff Appliances to expand in South

Our Bureau

Chennai , July 12

KAFF Appliances & Accessories plans to expand its base in South India and has earmarked Rs 3 crore for advertising and below-the-line promotional activities from August to March 2005.

The Italian kitchen appliances company, which is represented in India by the Delhi-based Nanika International, also plans to introduce microwave ovens and dishwashers in the Indian market.

The stainless steel microwave ovens come cost between Rs 7,000 and Rs 15,000. The company is launching two variants of dishwashers, which are priced at Rs 27,000 and Rs 29,000.

Mr Deepak Anand, President, Nanika International, said the company had been concentrating on the North and the West and had ignored the Southern markets. But now there has been a change in market dynamics with an increase in spending power in the South. To increase its market share, the company will appoint more dealers in the region, he said.

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