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| Thursday, 18 March 2004 |
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'India Strategy' to penetrate regional markets: Maliban Biscuits to tantalise Indian tastebuds by Sudarshana Perera Maliban Biscuit Manufactories Ltd., will enter into the Indian biscuit market rolling out its "India Strategy" while exploring possibilities to penetrate into other regional markets. The company is eyeing to go for joint ventures and distributorships with Indian entrepreneurs to market its products in the entire country. As an initial step, the firm has set up its representative office at the Sri Lanka Trade Centre in Spenker Plaza in Chennai, an EDB initiative. This was made known at a function held to celebrate the 50th anniversary of the company. "We will introduce our corporate strategies to achieve market leadership and improve our corporate image here and abroad. The company will also focus on promoting its business based on social and religious values," said CEO of Maliban, Keerthi Adasuriya. "The company is now evaluating its options to enter the Indian biscuit market, the world's largest and most competitive economy and will soon roll out its "India Strategy". We have re-structured our business modalities to compete with the multi-national dominated market", said Adasuriya. "Maliban's plans for the future, apart from its aggressive strategy to regain market leadership will continue to invest in its people while upgrading their skills and productivity. We will also continue to maintain our production process with the state-of-the-art equipment and baking technology. Investment on ICT to streamline its management capabilities is also our main priority. Plans are also under way to launch a new range of health and energy biscuits to cater to today's consumer lifestyles, he said. The company will also become actively involved in the production, promotion and telecasting of programs based on religious philosophies to create a righteous society", he said. Founded in 1954 by A.G. Hinniappuhamy, Maliban has a turnover of Rs 5 billion and a production capacity of 3,000 mt per month. |
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