Bajaj Electricals Ltd. (BEL) is drawing up plans to roll out new kitchen products and regional ad campaigns as the leading consumer electrical and lighting products firm seeks to sustain strong double digit growth and dominant position in small appliances segment.

“Though we are strong in electrical segment, the market is very small. But in non-electrical the demand is huge. A couple of years ago, we forayed into non-electrical segment by launching products such as pressure cookers and non-stick cookware and we plan stronger focus on this segment in the coming years,” P. S. Tandon, Executive Director – Consumer Products, BEL told The Hindu on Friday here.

The company, which is celebrating its 75 year of operations, is contemplating launching a slew of new non-electrical products that would include low-priced cooking vessels and gas stoves among others. “Our intent is to penetrate more into kitchen segment,” he added.

The Rs. 3,388 crore BEL is also developing distribution network for non-electrical segment. It is also mulling launching water purifiers, among other new products in electrical segment. Presently, small appliances business, which sells products below Rs 10,000, is a major segment in BEL's consumer products division. Other segment is fans. The division, which contributed about 54 per cent to the total revenues in 2012-13, is expected to grow at 17-18 per cent this year.

Meanwhile, the company is also in the process of developing new ad campaigns for the southern market, specifically for Tamil Nadu, largest market in south. While BEL is developing a slew of south-specific kitchen appliances, it is also exploring the option of roping in a brand ambassador for this region.

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