CERA may relaunch its JEET brand

CERA may relaunch its JEET brand

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Cera, India’s premium home solutions brand, may relaunch its Jeet brand later in the year. It may be recalled here that last year in October, CERA had launched a new brand of sanitaryware, Jeet, aimed at the fastest growing affordable segment. However, the brand faced some quality related issues and the company has still not commercially marketed this product. However, the company is now expected to relaunch this brand within next six months to capitalize on the growing need for affordable range in sanitaryware. Jeet consisted of basic sanitaryware EWCs, Orissa Pans, Wash Basins in different sizes and Urinals.

The company had recently launched Senator brand in the first quarter which the company aims to expand the range across sanitaryware, faucets and wellness segments at regular intervals. Some of the products of this brand are manufactured inhouse at its Kadi unit. The company aims to make Senator Rs 100 crore brand by next financial year.

Cera’s Kadi plant is not much affected by recent spurt in oil and gas prices as 45% of its Kadi capacity runs on APM gas which it sources from isolated well located in the region. The company is sourcing APM gas at an attractive rate of Rs9/SCM as against LNG drawn by some of its competitors at Rs30/SCM. This helped Cera to remain competitive despite oil prices going through roof in recent months.