NEW DELHI, Nov 18: Diversified buildings materials group, Prism Cement, today said it will consolidate its tile business division, H&R Johnson (India), under its flagship brand identity of Johnson Tiles.
As a result, the company’s all existing tile brands and product lines will be attached to the flagship business entity of Johnson, and henceforth Marbonite and Endura brands would be renamed as Johnson Marbonite and Johnson Endura, respectively.
Commenting on this consolidation, Prism Cement Limited Managing Director Vijay Aggarwal said: “We aim to target the consumer through a unified force of product-line innovations in the tile business.”
“Over the last 10-15 years, the consumer’s awareness in home lifestyle has increased. Information sources have multiplied and the same consumer takes informed decisions even before entering the retail store. This has necessitated convergence of multiple brand identities in our tile to offer a unified promise,” he said.
As part of the brand consolidation process, H&R Johnson (India) plans to launch a new marketing campaign to establish the unified identity in the domestic market and would spend 2-3 per cent of its revenues on the same.
The company said its “One Brand Strategy” will allow H&R Johnson (India), the country’s market leader in ceramic tiles segment, to engage its corporate and project clients as well as the marketplace through a single and unified brand.
This will help provide seamless services to its clients as well as its network of over 1200 dealers, 15000 sub-dealers, over 54 modern retail stores and several franchisee retail operations, it added.
The group has broadly three divisions—Prism Cement, H & R Johnson (India), and RMC Readymix (India) — through which it is present in markets like cement, ready-mixed concrete, tiles as well as bath and kitchen products.
Recently, Prism Cement’s MD Vijay Aggarwal had said that H&R Johnson (India) business division is targeting a revenue of Rs 2,000 crore during the current fiscal.
The industry experts expect H&R Johnson (India) to maintain its contribution of 35-40 per cent to Prism Cement Limited revenues over the next few quarters. (PTI)
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