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BUSINESS LINE: Dropping Anchor in FMCGs.
Having successfully entered the toothpaste market in 1998 and captured 10% market share, Anchor Health & Beauty Care Pvt Ltd (Anchor Health) has embarked on penetrating the fast moving consumer goods (FMCG) sector through a series of new products under the Anchor brand.
These products include soaps, shampoos, more personal care products and other OTC products like glucose powder, hair dyes and pain balms.
As the company has to compete with established giants in this segment, it wants to concentrate initially on strengthening the rural distribution network.
For this purpose, Anchor Health has recruited 450 field officers, in addition to the existing …
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