Aligarh-based Deluxe Industries has launched a new brand ‘Relax’, under which it will manufacture and market hardware products such as door locks, mortice handles, shutter locks, multi-purpose locks, etc. The company is focussing on southern states to expand its dealer base and create a strong market for Relax.

“As we seek to make Relax the most preferred brand, we are all set to venture out in the southern markets. In addition to this region, we will also focus on Rajasthan and West Bengal as standalone markets,” informed Aashu Sharma, managing director of the company. He shared that the company has set a target, to begin with, to appoint 20 dealers in 2018 and is working on plans to have a distributor in each state and large cities. “Our longterm goal is to have a distributor in each of the states we operate in and also for large cities,” he said.

“We have added a new manufacturing line just to cater to brand Relax and made an investment to the tune of Rs 20 lakh,” informed Sharma. “Products under the Relax brand are of superior quality and come with better pacakaging,” he said, adding that the initial response from the market and dealer community has been encouraging.

Deluxe Industries, said Sharma, will offer product training to its dealers, offer best of industry discount rates, provide catalogues and help in local advertising. “We want to take our business partners along and grow together.”