LG Care enters the Indian FMCG market
By Our Corporate bureau | 17 Apr 2004
Mumbai: LG Care has debuted in the Indian FMCG market introducing consumer products across 8 categories including toothpastes, shampoos, soaps, detergents, diapers, cleaners, cosmetics and hairstyling products. There will be 200 product packs spread over the mentioned categories in various sizes, packs and variants.
According to Vijay R Singh, managing director, LG Care, "India is about to witness an FMCG revolution with the entry of the Korean chaebol in India. LG Care''s commitment is to offering world-class products to help the individual's quest for happy living through healthy, clean and beautiful life. LG Care will provide consumers a wide choice of premium consumer products at reasonable prices. By entering India LG Care has brought the Indian consumer closer to becoming a global citizen."
He said LG's mission is to create an Indian operation benchmarked with LG Care internationally to become a formidable force as a FMCG major across key consumer product categories.
The company has envisaged a turnover of between Rs 100 crore to Rs 150 crore in the first year of operations. The products will be available in the metro markets by next month and in all cities and towns with a population of 100,000 within the next three months.
LG Care has a sole market licensee agreement with India Household and Healthcare Ltd. Initially the company plans to import the products directly from Korea and depending the market response will plan to set up manufacturing operations in the country.
The company has planned an aggressive marketing, advertising and promotions campaign and is looking at an innovative mix of advertising, direct marketing, events and promotions to establish a close and long-term relationship with the Indian consumer. The products will sold under the tagline 'Life''s Good.'
According to Singh, the products will provide value for money at reasonable prices. LG Care internationally has over five decades of experience in healthcare, personal care and grooming industry and has over 200 high quality consumer products in over 20 FMCG categories comprising ultra-whitening toothpastes, enzyme-based detergents, multi-action ion-silk treatment shampoos to nature-based skin-care soaps manufactured at state-of-the-art factories spread across 200 acres of land in Korea. LG Care was incorporated long before the company''s foray into electronics business globally.
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