New Delhi, May 04: With a view to expand globally following stringent regulations on smoking and its advertisements in the country, Godfrey Phillips is launching its first international brand of cigarette "Force 10" in the African continent next month. The move follows the company splitting its operations into domestic and international divisions. GPI has targeted to increase its exports to bring them on par with domestic sales over the next ten years, Sandeep Kumar, SR VP, corporate communication, told. Apart from the African continent, GPI is also looking at markets in the Middle East to increase its export basket, he said. The company, which has a capacity to manufacture 1.7 billion sticks per year against a license for 2.5 billion, said it wants international volumes to equal domestic volumes over the next ten years.
GPI, a flagship of K K Modi group, has already announced pumping in Rs 600 crore over the next five years to modernise its two plants at Mumbai and Ghaziabad to match standards as per international specifications.
Exports of the 'Force 10' brand would begin next month to the Republic of Guinea. "Export volumes, which grew 36 per cent year-on-year in 2003-04, are expected to add 40 per cent to Godfrey Phillips' turnover in the next three years," he said, adding ‘Force 10’ would be the launch brand for the foreign markets.
Bureau Report