Page 66 - Retrading Business N100 2022-01
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Indian retread major Elgi Rubber Company is aggressively expanding its penetration in the
Elgi has redrawn its marketing drive by laun- ching its product range with competitive pri- cing and by tweaking its strategy, according to which PCTR, vulcanising solution, bonding gum and tyre repair units are now being sold franchisees do not exist and where an unta- pped market is found.
The company has also made key changes in its marketing team based in North India. The results have been exceptionally good, with the company, which had conceded conside- rable share to competing players, regaining lost ground.
“Our market share has increased considera- bly in North India,” said Deepak Khantwal, Assistant General Manager (North India), Elgi Rubber Company. “For example, the sale of PCTR has jumped from 17 tons to 50 tons per month whilst sales of vulcanising solution are up tenfold from 3,000 litres to 30,000 litres. Sales of bonding gum are up by from 2 to 12 tons per month,” he added.
As part of the new marketing strategy, Elgi is continuing to strengthen both its franchi- see and distribution networks in the country, aggressively marketing its products with competitive pricing, whilst increasing pro- duct penetration deeper inside the country
to expand its footprint into hitherto unco- vered markets. “We have already increased our volumes vertically in the last six months, in some of the segments the market respon- The overwhelming response from the mar- ket is expected to double the targets for next year.
ELGI DELHI BASED DISTRIBUTORS UPBEAT
Elgi distributors are now said to be upbeat with the company’s new marketing drive and the introduction of the additional products. “We used to operate with a limited Elgi range
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