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Mandom eyes African countries for export expansion
The company’s hair styling products, marketed under the Gatsby brand, are its biggest sales contributor.
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Red lipstick of different shades (Shutterstock/LightField Studios)
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Publicly listed consumer goods manufacturer Mandom Indonesia is seeking a bigger presence in the global market by expanding its overseas markets to African countries.
Mandom sales director Effendi Tandi said the company would to expand to African countries through its distributors in Dubai, United Arab Emirates.
Aside from India, Mandom’s foreign presence has been growing in various Asian markets such as Malaysia, Thailand, the Philippines, Singapore, Vietnam, South Korea, China, Hong Kong and Taiwan.
Effendi said the company’s decision to introduce a new line of products had helped increase sales in overseas markets. “For instance, our sales to India increased by 42.9 percent from the year before, thanks to the launch of new products there [under the categories of] hair styling and skincare,” Effendi told reporters at a recent press briefing.
The company’s hair styling products, marketed under the Gatsby brand, are its biggest sales contributor with 43 percent, followed by skincare and makeup at 37 percent and fragrances at 18 percent.
“Our competition in the hair product subcategory is mostly with Chinese-made pomade, which offers a more competitive price,” Effendi told reporters recently. “But we are trying to counter it with innovations in other [subcategories], such as by launching new products under our makeup and fragrance lines and introducing our new brand, Bifesta,” he added.
