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BCCL buys 16% in Liberty Whiteware

Bennett, Coleman & Co Ltd has picked up around 16% stake in Liberty Whiteware – a new venture by the Liberty Group for manufacturing and marketing of bathroom products and accessories made of ceramic. “Our association with BCCL has come at a right time. BCCL, being the largest media company in the country, would help us experimenting new media channels and repeating our success story to make Liberty Whiteware a household name,” says Adarsh Gupta, CEO, Liberty Whiteware.

The products are manufactured at the company's state-of-the-art facility set up at Neemrana, Rajasthan at an investment of Rs 100 crore. With the machinery and the know-how imported from SACMI of Italy, the plant will have an initial capacity of 3,00,000 units, which will be gradually doubled to 6,00,000 units by 2009.

“We aim to become No. 1 in the bathroom products industry in the country by 2010. Liberty Whiteware will help costomers realise their dreams to have world-class bathrooms at afforadable prices,” Gupta said.
Marketed under the brand name Beach, its product-line includes Beach Jumeira, Beach Marina, Beach Paradise, Beach Gold Coast and Beach Hawaii.

The premium segment sanitary ware in India – dominated by MNCs like American Standard, Toto, Cotto, Villeroy & Boch, Duravit and Kermag – is estimated to be around 2,50,000 pieces and is growing at the rate of 25-30% every year.

Source: Times of India

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