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Regular-article-logo Sunday, 06 July 2025

FRESH COAT OF PAINT FOR ICI MARKETING CHANNELS 

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Staff Reporter Published 26.07.01, 12:00 AM
Calcutta, July 26 :    Calcutta, July 26:  ICI India plans to boost sales by improving marketing channels and giving its flagship brand, Dulux, a new identity, following which the company may look for growth opportunities through acquisitions and mergers. 'At present, we are investing heavily in rebuilding our key brand Dulux, and revamping our marketing channels. Investments are also being made in setting up an information technology network to support marketing. After this, we may look for inorganic growth opportunities if we require more market space or capacity,' ICI managing director Aditya Narayan said after the company's AGM today. ICI is not likely to be short of funds if it adopts the acquisitions route for growth. 'Divestment of non-core businesses will generate Rs 200-300 crore over the next three years, which we can leverage to borrow at least a matching amount. Though financing it will not be a problem for us, finding the right match may well be.' ICI is positioning Dulux as an 'aspiration brand' for discerning consumers, not for the mass market, Narayan said. 'We have decided to focus on a niche segment as our selling proposition is advanced technology and high quality,' he added. The company is also divesting its non-core businesses and idle assets. Meanwhile, the company reported a total income of Rs 180 crore in the first quarter. Profit after tax stood at Rs 4.7 crore, 66 per cent lower than the previous corresponding period.    
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