Financial Daily from THE HINDU group of publications
Friday, Mar 24, 2006


Group Sites

Marketing - New Products & Services

Araldite unveils wood adhesive

Ajita Shashidhar

Product in direct competition with Fevicol in the PVA segment

Mumbai , March 23

Huntsman Advanced Materials, makers of adhesive brand Araldite, is all set to enter the PVA segment with the launch of a new product, Araldite Karpenter, designed for wood bonding. With this launch, the company is in direct competition with market leader, Fevicol, which has a market share above 60 per cent.

Mr Asit Adhikari, Regional Director (India and Middle East), Huntsman Advanced Material, said, "While Araldite serves the needs of a gamut of industries with its superior bonding qualities, with this launch, we plan to offer a basket of adhesive products to the Indian consumers."

While the product would be made available at more than one lakh retail outlets across the country, the company also plans to invest heavily in advertising and marketing. It has signed up Bollywood actor Rajhpal Yadav to endorse the product.

Mr Adhikari said that though the company would eventually launch a series of TV and print campaigns, it would initially reach its target audience through below-the-line activities such as organising dealer meets and educating end-users. "We are going to get our brand ambassador, Rajpal Yadav, to talk about the advantages of our product to carpenters." Mr Adhikari said that with this launch, he hoped to capture 40 per cent market share in the PVA segment.

He also said that after PVA, the company would venture into polyurethane, which is a better bonding product and widely used in the international markets.

Besides Araldite Karpenter, the company has launched Klad-X, an adhesive for marble and tiles.

More Stories on : New Products & Services | Interiors & Homes

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Pizza Corner dine-in outlet in Pune

MRTPC gives Colgate clean chit
Dhoni to endorse Reliance Communications products
GM to expand marketing network
SAB Miller plans to bring in some global brands
Viacom to co-produce films in India
Reliance WebWorld clocks 10,000 gaming hours a day
Airtel outlets offer music downloads
Araldite unveils wood adhesive
Subex brand signature

The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription
Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |

Copyright 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line