Jay Shakti Metals Launches Brand SifonRajkot-based Jay Shakti Metals, a part of Shakti group, is offering distributorship for its newly- launched premium range of architectural hardware solutions and bath accessories. Marketed under the Sifon brand, the range includes mortise handles, locks and euro profile cylinders, pull handles, cabinet handles, main door set and combi-sets made from white metal (Zinc) as well as bathroom accessories in brass.
Speaking exclusively to Sourcing Hardware, Manish Patel (firstname.lastname@example.org), the company’s director shared Sifon’s distribution channel strategy. “We are positioning Sifon as a premium brand,” he said, adding that while it is wise to showcase the brand in retail outlets/showrooms that display premium brands, the company is being choosy while zeroing on distribution partners. Patel said that the company is looking for distributors – state wise, district wise as well as city wise – and also direct dealers. “In the last quarter, we have appointed distributors in Maharashtra, Andhra, Telangana, and Chennai.” The company, he said, is conducting surveys in Delhi and Kolkata to zero down upon potential partners. “By the end of 2017, brand Sifon will have distributors across 18 states.” He added that gradually Sifon will be a pan-India brand.
“What we are doing and will continue to do is to ask our distributors to select only one retailer in an area pocket,” said Patel. He added that in a few markets the company will opt for direct retailers. The company plans to place Sifon products in 80-100 outlets per state. “We will identify and partner with one outlet to promote and sell Sifon products in an area-pocket.” This, he said, will eliminate unhealthy price-cutting and enhance retailers’ profitability. Sharing the mid-term strategy, Patel said, “We are working on plans to come up with exclusive Sifon Galleries.”
Patel informed that Sifon’s product range comes with innovative design with a variety of attractive finishes. “Sifon is a premium brand with unique design that offers solutions, durability and finishes.” To come up with innovative designs, the company has its own R&D section and design studio. “This helps us keep abreast of ever-expanding innovative needs of the market,” he said, adding that the company has made significant investment in the set-up. Sifon product ranges are manufactured at the company’s unit at Metoda GIDC in Rajkot.
To create market awareness about brand Sifon and its product range, the company is focusing on print media, digital media, as well as out of home media. The company is also planning to have exclusive Sifon displays as a part of its brand campaign. “It was in October 2016 at Index that we launched Sifon, which was indeed a great platform to create a buzz. Going forward, innovative approaches will be explored to enhance brand awareness and brand equity.”