Kolkata: To reposition its brand through technological upgradation, Godrej Appliance, a division of Godrej & Boyce Mfg Co Ltd, has planned Rs 300 crore capital expending in the recent fiscal.

At the launch of Godrej EON washing machines with dynamic aqua power control (DAC) technology, Phiroz D Lam, executive director & president, stated that the company wants to relocate its product as it has to deal with to the requirements of a larger consumers segment, within the age range of 35. This group demands more competence in every consumer items that can only be fulfilled by making use of enhanced technology.

Lam said, “Indian market is the most competitive at present. Therefore, it is not enough to be a 100-year old brand or become innovative or give more value to money. We have to be different.”

He also said that DAC is one such technology, whose use would make Godrej different from others. It would facilitate users to adjust the Godrej Eon washing machine even without power and water. The machine itself gets actuated when power and water become available to it. There is no danger of the machine getting damaged if water or power supply stops suddenly.

George Menez, chief operating officer said that the washing machine as an industry has a market access of 8% next to Television’s 37% and other durable goods 18%. A new expertise in washing machines may facilitate growing its market access too.

Lam stated that the appliance section is eyeing at an income of Rs 1,400 crore in 2007-08 as compared to Rs 1,000 crore in 2006-07. Godrej & Boyce, with its 14 segments, is aiming at revenue of Rs 4,500 crore that would be 30% over its last year's earnings.

The company is also in search of domestic as well as abroad acquisitions that may take shape of venture projects or make Godrej a major stakeholder in other companies.