Although Coimbatore has long been selling branded products in the domestic market, this seems to be the season for some companies to launch new products.
Some examples are the recently launched suguna diet chicken, choice of Elgi Ultra, Endura and-be-
BKS textile roll-out petal soft sheets.
A product should be available nearly five months before the season of soaring demand.
This product should have time to stabilize in the market, consumers also know.
Normally, the season in the region starts at Onam and ends at Pongal, says B.
Balakrishnan, director
Operation of Elgi Ultra.
When identifying a new product, he says, it can't be a "me too" product on the market.
A company usually looks at the gaps in the market, reviews its capabilities in a specific industry, and then releases the product.
It may even take more than a year to choose an upcoming product.
When a company's core products continue to exist in the market, value
Added variations need to be introduced on a regular basis.
So a senior executive at Suguna says a company has been trying this variant so consumers don't find the range stale.
New products should meet the needs of consumers and become unique products in the field, he said. M.
Senthilkumar, general manager of BKS textiles, said the buyer specified the design and style required for the international market.
However, for the domestic market segments, manufacturers should know the needs of the market.
The Indian market has a huge demand for cotton products.
BKS decided to venture into the domestic market because it has the ability to meet the needs of its customers because it has expertise in exporting products, resources to maintain quality and provide value for money, he added.