Maya Appliances gears up to go national

Despite being the largest-selling brand in the country, with sales of 5-lakh units per year, the Rs72 crore-turnover company's markets have so far been in the southern region. The company now wants Preethi to be recognized as a pan-Indian brand.

Armed with a freshly designed series of mixer-grinders powered by a larger 750 W motor, and a media campaign with a budget of Rs3 crore to promote the brand, the company has decided to begin in the North Indian markets with the premium range of its products.

According to Vijay Srinivasan, director, marketing, "The new design was developed after extensive survey amongst housewives in five cities revealed their lifestyle requirements and aspirations. The new design combines aesthetics with functionality and performance."

Its new Preethi Blue Leaf Platinum priced at Rs3,970 and Preethi Blue Leaf Gold at Rs3,691 will complement Maya Appliances' other four variants - the Eco Plus, Popular, Chefpro and Preethi Chefpro, all in the 750 W range, for Preethi's battle for the Northern markets.

As the brand name signifies, the new range is designed on a "leaf motif", which is contrary to the conventional 'L' or oval-shaped mixies. The new design helps in reducing the table space occupied by a mixie.