Henkel India today said it is expecting a business of Rs 100 crore from its 'Pril' brand of utensil cleaners by the end of this year, besides planning to capture 25 percent market share in household cleaners segment.
"We are anticipating a turnover of Rs 100 crore from our utensil cleaning segment in 2008 against the sales of Rs 75 crore in 2007," Henkel India, Category Manager (Laundry and Home Care), Debashis Das said.
The company's strength in the utensil cleaner segment could be gauged from the fact that sales have grown 500 percent in this segment to Rs 75 crore in 2007 from Rs 12.5 crore in 2003.
The company is quite hopeful that the newly launched 'Pril Multi Degreaser' — a specialty cleaner would significantly contribute to the sales of Pril brand products.
Giving details regarding the size of the market, he said presently, the household cleaners segment is divided into floor cleaners, multipurpose cleaners and specialty cleaners with Rs 226 crore which is growing at 18 percent per annum.
"We are looking to capture 25 percent market share in the first year," he said.
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