JL Morison, part of the Rasoi Group, is going to extend its ‘Morisons’ brand into the packaged food and hair colour segment. It is going to develop Morisons as the umbrella brand for these new segment forays.
JL Morison sells its baby feeder bottles (where it enjoys about 70% market share) under the Morisons brand, and has recently launched a portfolio of baby products, shaving brushes and colognes under the same umbrella brand. “We will launch the packaged food and hair colour products over the next six months,” said Raghu Mody, executive chairman, JL Morison India.
The company had an exclusive licensing agreement with Germany’s Wella for distributing and marketing the Wella brand of hair colour in India. However, the arrangement was called off after Procter & Gamble globally acquired Wella.
“We have the required business knowledge and had developed the distribution channel for the hair colour segment by virtue of our previous association with Wella and would like to capitalise on the same,” Mody said.
“Rasoi will act as a contract manufacturer for the packaged product range, which will initially start-off with honey, pickle and chutneys,” he added.
We hope to forge four such partnerships over the next two years,” said Mr Mody. The company has four such tie-ups for brands like Nivea, Emoform tooth paste and Carnation corn caps.
