Effem renamed Mars International
As part of a global restructuring exercise, the Hyderabad-based confectionery and pet foods maker Effem India Pvt Ltd, wholly-owned subsidiary of the US-based Mars Inc, has been renamed Mars International India.
NEW DELHI: As part of a global restructuring exercise, the Hyderabad-based confectionery and pet foods maker Effem India Pvt Ltd, wholly-owned subsidiary of the US-based Mars Inc, has been renamed Mars International India.
Speaking to ET, Mars International India MD John Webb said: ���All Mars subsidiaries, globally, have been taken through a corporate renaming exercise. The objective of the move is to harmonise the company���s operating name across world markets.���
The restructuring is also aimed at combining the company���s confectionery and chocolates, snack foods and pet care divisions under a common umbrella. In India as well, the move has led to synergising operations of Mars��� chocolates and pet foods divisions.
While the Indian impact of the $23-billion Mars-Wrigley global merger is still being worked out, Mars has just rolled out its fifth chocolate brand Galaxy in India. It already imports Snickers, Mars, Bounty and Twix brands, though in very limited quantities.
Acknowledging the company���s minuscule presence in the domestic chocolate market, Mr Webb said: ���Our imports are limited because the biggest barrier for us is steep import duties. Our price points are also premium. But in the long term, we would like to achieve critical mass for the category in India.���
Speaking to ET, Mars International India MD John Webb said: ���All Mars subsidiaries, globally, have been taken through a corporate renaming exercise. The objective of the move is to harmonise the company���s operating name across world markets.���
The restructuring is also aimed at combining the company���s confectionery and chocolates, snack foods and pet care divisions under a common umbrella. In India as well, the move has led to synergising operations of Mars��� chocolates and pet foods divisions.
While the Indian impact of the $23-billion Mars-Wrigley global merger is still being worked out, Mars has just rolled out its fifth chocolate brand Galaxy in India. It already imports Snickers, Mars, Bounty and Twix brands, though in very limited quantities.
Acknowledging the company���s minuscule presence in the domestic chocolate market, Mr Webb said: ���Our imports are limited because the biggest barrier for us is steep import duties. Our price points are also premium. But in the long term, we would like to achieve critical mass for the category in India.���
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