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Kenstar to launch umbrella brand campaign

Our Bureau

To tell customers it has significant presence in all categories

The campaign would coincide with the beginning of the festive season.

Chennai , Aug. 3

Kenstar, which has entered the high-end TV segment, will launch an umbrella brand campaign in a few weeks.

Speaking to Business Line after a press conference to announce the TVs' launch in Chennai, Mr Rahul Sethi, Managing Director, Kenstar Kitchen Appliances India Ltd, said the campaign would coincide with the beginning of the festive season. It was necessary to tell consumers that Kenstar's product range is not restricted to microwave ovens and home appliances as it has a significant presence in all categories, including refrigerators, washing machines and air-conditioners, he added.

Kenstar has launched `Solaris' plasma TVs, LCD TVs branded `Slate,' flat and slim TVs, home theatres and DVD players. It has been launching these products in various towns and cities in the South, and will wait for a year to garner a four per cent market share before going national, Mr Sethi said.

Kenstar, a Videocon group company, was launched in 1996 with a product range comprising microwave ovens, mixer-grinders and small appliances. For the year ended June 2006, the company's turnover stood at Rs 325 crore. This is projected to grow to Rs 600 crore the next year, with the TVs bringing in Rs 135 crore, Mr Sethi said.

The company is spending Rs 12 crore on marketing the TVs in the first year of launch, Mr R.B. Garg, Vice-President (Sales & Marketing), said. Of this, Rs 7 crore is earmarked for the launch phase, which began a few months ago, and Rs 2.4 crore for Tamil Nadu alone. Marketing would be a combination of print, primarily, and television and outdoor media, he said.

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