Godfrey Phillips launches Maxus brand
By Our Corporate Bureau | 10 Apr 2004
Hyderabad:
Godfrey Phillips India, the second largest cigarette
manufacturer in India, has launched a new brand of cigarettes,
Maxus.
According
to Bhisham Wadhera, senior vice president, sales, Godrey
Philips India, Maxus is a "regular-size cigarette
with king-size quality". The company has put together
a team of local and international experts comprised
industry experts, tobacco blenders, corporate planners
and brand consultants to develop the brand.
Maxus
is priced at Rs 20 for a pack of 10 cigarettes and is
positioned at the premium end of the regular segment.
Wadhera
said the test results of Maxus showed that 90 per cent
of first-time smokers of the cigarette intended to buy
it again. He said he was confident that Maxus would
set a new benchmark in the regular-size cigarette segment,
accounting for 56 per cent of the country's cigarette
volumes, worth Rs 12,000 crore.
Dr
Biswajit Deb, vice-president, R&D, Godfrey Philips,
said Maxus was a superior product and contained Virginia
tobacco imported
from Brazil while its paper is made of international
quality flax and the cigarette filters were made of
fine quality imported material.
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