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Priyanka Joshi in New Delhi | October 14, 2005 12:46 IST

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A adventitious appointment by its chief administration to a altercation appliance branch in Thailand was all it took for Nilkamal Plastics Ltd to adventure into an absolutely new business: importing atom lath appliance from south east Asia.

The continent’s better moulded artificial appliance maker has alike set up a abstracted business division, @Home, for this new venture, which will see it attempt with accustomed players like Durian and Style Spa for a allotment of the Rs 150 crore (Rs 1.5 billion) branded appliance market.

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In July this year, @Home opened its aboriginal retail outlet, a 14,500 sq ft exhibit in Pune. Two food in Mumbai and one in Ahmedabad will appear up in October. Abutting in band are cities like Delhi, Nashik, Hyderabad and Bangalore. The accumulation affairs to accessible food in about 25 locations in above cities and accompanying set up over 40 franchisee operations in abate towns over the abutting few years.

Those are big affairs for a business that is still to prove itself. But Hiten Parekh, controlling director, NPL, feels the retail adventure is aloof the forerunner to the accumulation ambience up a accomplishment abject in India for atom lath furniture.

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Each abundance is actuality set up at an advance of Rs 1.5 crore (Rs 15 million) and NPL is aiming to acquire Rs 15 crore (Rs 150 million) this year from the seven food that will be operational by March 2006. Says Sharad Parekh, MD, NPL, “The barter accept accepted our productline and prices. The footfalls accept been advantageous with about-face ante at 40 per cent.”

The aggregation has spent about Rs 1.5 crore on alfresco and book ads; the spends are acceptable to access as they expand. The food are actuality answer as complete home solutions destinations. In-house autogenous designers and 3-D imaging software will advice barter baddest furniture. Mock apartment accept been advised so barter can see the “final look” of what they plan to buy.

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The aggregation is sourcing best of the appliance from Indonesia, Malaysia, China and Turkey. Primarily into medium-density fibre and atom board, the food will additionally banal a fair bulk of rubberwood and bottle pieces.

“We are casting the cast at SEC A- and B , while the prices will be aimed at SEC B,” says Vaman Parekh chairman, NPL. Adds Hiten: “Once we accept circumscribed our attendance in the market, we will aggrandize the artefact portfolio to accommodate kitchen and bath sets too.”

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