With a forward integration strategy, Birla Cellulose (the fibre division of the Aditya Birla group) has entered the disposable natural wipes category, taking the onus of creating a new FMCG segment in the country.
Segmenting its disposable wipes under brands such as Kara (skincare), Purreta (Baby care), Prim (homecare) and Handy (hand santizers), the fibre maker will now sport its branded wipes with value-added ingredients.
With a special focus on the institutional segment, Birla Cellulose is planning to tie up with airlines, travel agencies, pharma companies and schools to promote and build this sector.
Vijay Kaul, Chief Marketing Officer, Birla Cellulose, said, “We are targeting a turnover of between Rs 30-40 crore in the first year of launch and have the onus of creating the disposable wipes segment in the country.”
Focussing on institutional sales, the fibre maker is also planning to tie up with Kingfisher Airlines to promote its range of disposable wipes and with travel agencies like Akbar travels besides reaching out to doctors and students.
“For our hand sanitizing wipes, we are planning to promote it to pharma companies and doctors and even take the product to schools,” says Kaul. Instead of using the product from a bottle, the value-added wipes are being positioned as an easier and convenient way of using the product.
“Our pricing for the wipes is significantly cheaper than the price charged for a bottle of the same product, be it hand sanitizer or a sunblock wipe,” adds Kaul.
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