The Hindu Business Line : Nirlep in marketing pact with HPCL

The Aurangabad-based cookware maker, Nirlep Appliances Ltd, has entered into a nationwide marketing pact with HPCL for marketing non-stick cookware, regular inner and outer lid pressure cookers and gas stoves.

Nirlep Appliances Ltd is one of the largest manufacturers of non-stick cookware and kitchenware with a market share of over 35 per cent in the Indian market.

A MoU has been signed between the two parties this month and customers walking into HPCL dealerships will be offered the cookware at discounted prices, a release said here on Thursday.

HPCL dealers in Maharashtra and Kerala are offering Nirlep products to their customers and the same will be gradually extended to the other States across the country. The company expects to add to its existing distribution through association with HPCL and BPCL, the release said.

Expand reach

Mr Mukund Bhogale, MD, Nirlep Appliances Ltd, said, "This tie-up has provided us with a channel to expand our retail network and increase our market reach and offer products to customers seeking new gas connections and is ideal primarily due to the coincidence of the motto of conserving fuel believed in by Nirlep Appliances Ltd, BPCL and HPCL.

"Owing to this alliance, we expect an additional turnover of 10 per cent and means of promoting the recently launched Nirlep Gas Stoves, Pressure Cookers and Gas Lighters to reach out to our existing and new consumers."

Nirlep's products are already being sold through 2,000 BPCL gas dealer outlets.

Nirlep Appliances is part of the 200-crore Nirlep Group, having over 9,000 retail outlets across the nation.

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