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Ananta Hygiene Forays into FMCG with ‘Big Fresh’

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Ananta Hygiene, an associate of Dehradun’s real estate and construction company Surya Builder and Developers, have forayed into the FMCG and the consumer packaged goods sector with “Big Fresh.”  The company is targeting Rs 50 crore revenue in the first year and plans to touch  Rs 500 crore in the next 5 years.

It has launched over 28 products in over 7 different product categories, to be available Pan India by April 2014 with focus on key states such as Bihar, U.P, Karnataka, Tamil Nadu, Andhra Pradesh, and Punjab. The company has appointed over  30-super stockists who would further distribute the products to the town distributors, who in-turn will make the brand available across wholesalers and retail outlets.

The group also plans to make inroads in the rural segment through smaller packaging, local on-ground activation, free sampling, door-to-door campaign and Van Hording Displays etc.

Commenting on the move, Rajeev Rana, Chairperson, Ananta Hygiene, said: “FMCG market holds immense potential and at the same time is an extremely challenging space to operate in. With Big Fresh, Ananta Hygiene embarks on a new journey, hoping, that it would be able to offer exciting, value for money home and personal care solutions, which would find space in the homes of the ever changing needs of the Indian consumer”. He further added that brands will need to continuously innovate and offer customised solutions to the consumer and Big Fresh, hopes to be make a mark in that space.”

Big Fresh would be available in categories like personal care , Loro for women and Dazzle for men; Homecare with brands including Unito (kitchenware), Hygienio (household), Fabricare (Fabric Detergents, Powders, and Liquids)

In addition, the brand will also launch Royale Agarbatti  and Naturo Salt in the Necessity Segment. In the second phase of the launch, Ananta Hygiene further plans to unveil products such as mosquito coil, mat and liquid along with the expansion of the Hair Care segment with hair oil, skin care with body lotion, cold cream and moisturiser.

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