Pudumjee Hygiene Products Limited

Pudumjee Hygiene Products Limited• Incorporated in December 2004 with an aim to convert and market quality

bundle of Integrated Hygiene Solutions

• Have commercialized 50,000 sq ft converting plant in Pune

• Installed volume capacity of converting over 5000 tons p.a.

• We have adopted a holistic approach to hygiene, laying strong emphasis on 'complete hygiene systems' rather than isolated 'off the shelf products

• Our business is broadly classified into two main sections–Institutional and Retail. While the products are largely the same in both markets, we are uniquely structured to meet the diverse and specific requirements of both markets separately

• Our products meet the best international Quality standards with chlorine free pulp and processes, FDA compliant raw materials and 3 ISO certifications for our systems – (ISO 9001:2000, ISO 14001:2004, ISO 22000:2005); soon to get Green Seal and FSC certification

Brand Portfolio• “Greenlime” - Stylish and colorful Range of Super Soft

Tissues, dispensers and other hygiene solutions

• Ecoline – Our 100% Natural ‘Green’ products

• “Lush” - Value for money brand to meet high volume demands of wholesale markets

• “Olive” - Eco-friendly tissues made from 100% recycled Fibers

• “Fosilvra” - Fashionable futuristic Steel range of tissue dispensers

• “Wave” - Advanced technology automatic touchless dispensers

Key product offerings• Toilet rolls• Kitchen rolls• Facial Tissues• Napkins• Toilet seat cover• Wet wipes• Anti bacterial hand

sanitising wipes• Menthol wet wipes• Industrial Wipers• Non woven Fabric• Automatic De-odoriser

• Virtual Janitor• Tissue Dispensers• Liquid Handwash• Body and Shower Gel• Hand Sanitiser• Toilet cleaner• Glass Cleaner• Multipurpose cleaner• Floor cleaner• Utensil cleaner

International Tie-upsWe have Exclusive Distributorship Arrangement for

Marketing of World’s leading brands; complimenting our Hygiene range: (the revenue model is Commission based)

• Automatic Odor Control products

• Disposable Wipers

• High end, premium tissue dispensers

OUR STRATEGY is to aggressively:• Anticipate our customers’ needs

• Research global trends to find ways to meet these needs

• Introduce products that are innovative from our customers’ viewpoint

• Ensure best products at the best price

• Provide wide product range with consistent quality and availability

• Set trends through our products, marketing, sales & distribution approach

Our Strategy

Market Segmentation

Tissue market

Retail / Consumer

Small and Medium BusinessInstitutional

• Hotel and Food Service• Airlines and Flight Kitchens• Office Buildings• Hospital & Healthcare• Promotional• Education and Entertainment

Wholesale Trade

• In-Home • Out of home

• Lifestyle product showrooms• Healthcare• Educational institutions• Professionals • ITES• Banks

PrivateLabel

Manufacturing

• for Institutions • for Retail stores

Sales Approach

• PHPL products are sold at an ex pune price to all the customers (at cost plus)

• The Institutional and retail Products are sold via CFA and distributor network and also direct to large volume customers

• The sales are made to:– Our Authorised distributors – Some Direct Key clients like large offices hotels, retail

chains that have a central HO contract and multiple location delivery

– Wholesaler / Resellers

Our Institutional Business

• Regional offices in 7 key cities

• Distribution presence across all key cities / commercial centers of India

• In a short span we enjoy 50%-55% market share in the metros

Our Consumer / Retail Segment

• Only branded player in India with a comprehensive range of tissue products and hygiene solutions

• Within 1 year post launch Greenlime enjoys a 25% market share within the stores

• Our Consumer Education programmes at the stores and test measures printed on the packs, have resulted in a major shift of consumers from Local products to Branded products

INDIAN Total Market Segmentation

• Retail Segment 45-50%

• Institutional Segment 50-55%

Un-organized sector account for 60-65% of

total market

Converters • Few large converters market with own brand

names form 60-70% of total Market share • Large converters are regional market leaders:

– West – Jackson / Pilot Group ; Paper Kraft– North – Wintex, S R Industries, BILT, Origamy– South – Premier, Origamy– Premier is the only converter with 10-20% MS

in other regions in India Rest of the market is catered to by small local converters

Plans for Growth• Promotional spends on developing the need for the category –

upgrading consumer knowledge about the products and its need towards healthier lifestyle

• Tie ups with related product categories to build up the total hygiene products portfolio and service with a bigger basket of products

• Strengthening the team size and segmenting the team as per the customer profiles – Healthcare, Office buildings, Hotels, Government offices

Tissue Business: Value Chain

Distribution network (supply RM to converters)

Raw Material Supplier (Tissue Paper Jumbo Roll)

Converters (convert tissue in Jumbo Rolls to products)

Imported RM Tissue Paper

Institutional Segment

Imported Tissue Product

Marketing Companies / Distributors

Retail Segment

PUDUMJEE HYGIENE PRODUCTS LIMITED ORGANISATION CHART

CEOPiyush Jindal

Gen. Manager Commercial

Shekhar Dadheech

Finance ManagerSudhir Duppaliwar

Marketing Manager Seema Agrawal

National Sales ManagerRajesh Mahajan

HR / Customer Care ManagerVACANT

Sr. Accounts Executive

Anagha Joshi

Admin Executive

Vaishali

Commercial ManagerUlhas Shetty

Warehouse ManagerSantosh Kadlag Credit & Sales Support

ManagerHemant Kadam

2 Sales support executives

2 Warehouse Executives

Asst. Mktg ManagerVacant

All sales team: 4 regions

2 Accounts Executives

KMP Profile• Commercial: Shekhar Dadheech

– BCom; 16 years experience in Commercial and logistics– Experience across FMCG & Paper Industry

• Finance: Sudhir Duppaliwar– BCom, AICWA; 30 years experience in Finance & Accounts Management– Experience across leading manufacturing and marketing companies

• Marketing: Seema Agrawal– MCom, MBA: 10 years experience in Brand Management and Business

development – Experience across FMCG companies; Oral care, Beverage, Fabrics, Tissues

Hygiene Awareness Campaign

• A campaign to educate the end users on HYGIENE and tissue use

and disposal• Target the corporate offices, malls, hotels, schools, entertainment

centers• Helps portray Greenlime in a LEADERSHIP position; educating and

growing the market • ADDS to Company goodwill• A mission in action; “on a mission of hygiene”

Social Campaign for Hygiene

Preventing the spread of Swine flu virus in India

Press Advertisements• Pune our Works office – is the Swine Flu capital of India• Greenlime being the hygiene solutions provider to many enterprises was the first to • spread awareness on the solutions available to prevent Swine flu• This was a knee jerk reaction at short notice; when the media was just spreading Panic

and no solutions • Advertisements taken in front page of Eco times, TOI-Pune and Pune times and many

insertions in NIE – a paper circulated in 100 schools in Pune

Posters / Solution Kits• Greenlime Swine Flu prevention kit launched and offered at

subsidised rates to school and offices • Mass Postering facilitiated all over India in association with CII /

Ficci / MCCIA / hotel associations• Chain stores, Medical stores, and regular Retailers asked to put up

these posters and make the hand hygiene solutions accessible

A Washroom Etiquette KitDesigned to share a few pointers with the Institutional

consumers about the dangers in their washroom and How to make their washroom visits happier

Hygiene awareness campaignfor Institutions

Innovation Providing innovative pack offerings to consumers

to make their tissue use a friendly experience

• Kitchen towel dispensers to assist convenient dispensing and increase consumption• • Facial tissues in user friendly shapes and sizes• Car tissue packs for fitting In the car door pockets; accessible to the driver• Pocket packs of Personal Toilet seat covers for hygiene in public toilets• Pocket sanitiser packs for infection free hands anywhere

Promoting Future Green• Corporate buyers were approached with several rounds of messages

via direct mail and emails to make them switch to Greenlime OLIVE –Ecofriendly tissues

• Objective:– Recycled Eco-friendly tissues take away the ‘harming the environment’ guilt

factor from non users – Provides them an opportunity to fulfill their social obligations easily

• Task– Develop a unique GREEN color tissue range with a sub branding OLIVE– Provide samples to all key clients and non users with innovative messgaes

like :– ”Tissues made from trees that were never cut”; – “Wipe your hands and not the trees”– “Use Tissue to grow forests”

Washroom Etiquette kit• Companies do face washroom problems due to the employees lack of

awareness on modern day washrooms usage. • Greenlime presents a solution kit for this problem - Value addition for our

Institutional clients.• Educating them in the best way – “how to use and dispose Tissue

products in their washroom”.• This kit is given to the corporate customers in order to educate their

employees about washroom wisdom.• Kit contents: 8 min AV film on a CD and some washroom wisdom posters for their

office washrooms