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Cavin Care to double fruit juice production

Cavin Care to double fruit juice production
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First Published: Fri, Jun 13 2008. 01 13 PM IST
Updated: Fri, Jun 13 2008. 01 13 PM IST
PTI
Chennai: Fast moving consumer goods company Cavin Kare is expanding the production of its recently acquired mango fruit juice ‘Maa´, besides setting up a plant in Andhra Pradesh to meet the growing demand for the brand.
“We will be doubling the capacity for ‘Maa´ as there is good demand from the public. We are eyeing Rs 80 crore turnover from ‘Maa´ this year,” Cavin Care Chairman and Managing Director C K Ranganathan told PTI here.
‘Maa´ has been a regional player based in Salem and the product was manufactured at the company’s Dharmapuri plant.
“Currently, we serve ‘Maa´ in Tamil Nadu, Andhra Pradesh, Karnataka and Kerala markets as the demand is more for it,” he said. In order to cater to more areas, the company would double the production of ‘Maa´ to 1,10,000 litres. Besides, it would set up a plant in Andhra Pradesh for ‘Maa´ alone.
The capacity addition would be completed by next month and the necessary equipment had been procured from Orissa.
As far the proposed plant in Andhra Pradesh, he said the company was scouting locations for it.
The company was also planning to launch new products in hair colour under the company’s Indica brand. “In the next six months we may enter hair colour products through the Indica brand, but it is only in the initial stages” he said.
It targets consumers largely through its Point of Sales (PoS), Ranganathan said. “We directly target the consumers through our dealers and as well as through various type of advertisements,” he said, adding that 10 per cent of the turnover last year was spent for advertising the products.
“Last year, we achieved a total turnover of Rs 560 crore and for 2008-09 we are expecting a much better performance,” he said.
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First Published: Fri, Jun 13 2008. 01 13 PM IST