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Pudumjee to launch personal hygiene products under Greenlime brand

Our Bureau

Pune , Feb. 2

PUDUMJEE Hygiene Products Ltd (PHPL), part of the Rs 400-crore Pudumjee group with major interests in speciality paper manufacture, is all set to foray into the personal hygiene products business with the Greenlime brand. The company has invested over Rs 200 crore in tissue manufacturing assets and related systems, including a tissue product plant at the Hinjewadi Infotech park, Pune, Mr Ved Leekha, Technical Director, Pudumjee group, told newspersons here.

The company will initially target large institutions, work places, hotels and high-footfall destinations like malls, airports, railway stations, Mr Nuriel Pezarkar, Operations Head, said. "We are in discussions with organisations like Sulabh Sauchalaya, airport authorities and regional railway authorities and will also try to grow business by offering these products in-flight," he said. "With lifestyle changes and the pace of life today, it is vital to provide access to personal hygiene products to as many people as possible at a maximum number of points."

The domestic market for personal hygiene products is currently dominated by the unorganised sector and regional players who have a seventy per cent market share, while the remaining thirty per cent is held by the national level branded players. "In the next four years, we want a forty per cent share of the organised segment and a year from there, we want to be the number one in the country," Mr Arun Jatia, Director, Pudumjee group, said.

Pudumjee Pulp and Paper Mill, a flagship company of the group, has the largest installed capacity of speciality paper in the country at 75,000 tonnes per annum (tpa). Out of this, 20,000 tpa is tissue paper, making it the largest integrated producer of tissue paper in the country.

The company is now adding 20,000 tpa capacity to meet future growth in demand, said Mr Pezarkar.

"We will also put up regional tissue converting plants of 4-5,000 tpa capacities at strategic locations in the South and North of the country to cater to the demand in these markets," he added. In the next phase, the company will be exporting to Pakistan, Bangladesh, Maldives and Mauritius, which do not yet have their own manufacturing facilities.

Pudumjee Hygiene is also planning to import and launch a range of personal hygiene products from Waterbury, a US-based company in the odour neutraliser business, and disposable wiping systems from DuPont.

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