| Gujarat has got a 1600 kms coastline and fishing is a big industry and a source of livelihood for a very high population of the state. Approximately 4 lac people are employed directly in this industry and it generates a lot of indirect employment as well by way of sectors like boat building / maintenance industry etc. There are 21644 registered mechanized fishing boats and it is an industry which consumes 109338 Kl of subsidized VAT free HSD; which is second in terms of consumption only to the State Transport Corporation in Gujarat. The lubricant requirement for this industry is very high. After a detailed market study of the oil requirements and usage pattern of this niche market a new product MAK Boat XP 15 W 40 for the first time in India in Ahmedabad Territory. ED (Lubes), Mr. S.Ramesh launched the product on 7th July 2009 in a gala function in the UT of Diu (located at the southern most tip of Gujarat coastline). The function started with lighting of lamp jointly by Chief Guest Shri.Laxmanbhai Solanki , Vice Chairman - Daman & Diu district panchayat & Mr. S. Ramesh. We had a 350 plus gathering made up of community leaders or “Agyavaan ” of the fishing trawler community known as Koli & Kharwa samaj and our dealers on the coastal belt who will be selling this new grade. The tone for the evening was set with a prayer dance and the launch actual was carried out with a 6 feet x 4 feet replica of a 5 lit can of MAK Boat XP being automatically unveiled for the first time amidst crackers / confetti blast / smoke guns. The first pack was symbolically handed over by ED (Lubes) to the Chief Guest Shri.Laxmanbhai Solanki , Vice chairman Daman & Diu district panchayat as the custodian of our MAK Boat XP 15W-40 amongst the community.The launch was interspersed with an entertainment program including interactive sessions with the cheering audience and was appreciated by one and all. The event was well covered by the local media and and a report with pictures of the launch was carried in all Gujarati vernacular dailies. RM (Lubes), WR Mr. Satrughna Rath briefed the audience and the local print & electronic media about the features of this specially formulated lubricant for fishing trawlers which conforms to API CH4 which is the most superior quality oil in this segment. On the occasion a special consumer promo scheme of MAK branded fishing crates along with MAK Boat XP 15W-40 was launched as well. The event was attended by DGM (Retail), WR Mr. R.K.Panda, AMM Gujarat, NCM (Lubes – Reseller) , TM (Retail), Rajkot & Ahmedabad and all other members of Team Gujarat. On the subsequent day 8th July 2009, MAK Boat XP was launched by ED (Lubes) on the Mangrol Port where a 900 strong gathering of trawler owners attended the program. An actual oil change in a fishing trawler was carried out jointly by ED (Lubes) & Kharwa Samaj’s president “Patel Shri” Babu Bhai Khimji Bhai Hodar. A new product launch with in such short span of time was made possible by the combined effort of TEAM MAK – Ahmedabad Territory, P & AD, SCM, Wadilube Plant & HQ Marketing/Brand team. Kudos to the Ahmedabad Team for taking the initiative in launching it successfully and all the best for the team. Mak Boat XP “Lehrothi Vegilo” which is Faster than Waves in Gujarati come true. |