Lalu detergent to hit global market soon

Railway Minister Lalu Prasad has not only caught the world's attention with his 'turnaround script', even products being sold in his name are all set to hit the international market.

The makers of the cattle feed using the name Lalu – the Lalu Pashu Aahar – have decided to use the Great Indian Bazaar site to launch their products in the international market.

"While a 50 kg of cattle feed costs Rs 270 in the domestic market, a tonne of Lalu Pashu Aahar would cost $150 for international buyers," said Satish Singh, the proprietor of the Prakash Agro Industries, which manufactures the cattle feed. "I have already approached the consulates of different European countries to supply fodder," he told Hindustan Times.

Singh feels that there is a great demand of cattle feeds in western countries. "So we have decided to go for the export," he said. Singh's product, which mainly targets hinterlands of Bihar and UP, has made rapid stride in terms of sale. "At present, we are producing somewhere between 5300-5400 tonne of cattle feed every month under the brand name of Lalu Super, Lalu Bypass and Lalu Super Bypass," he added.

While the fodder goes global, another product using his name is ready to hit the countryside of Bihar after the monsoon. This time it is Lalu Detergent Powder. "The papers for the registration of brand name have been submitted. The cover design is complete," said Singh, who has no qualms in using the name Lalu. "The name still sells in rural Bihar. You cannot deny the acceptability of his name among the rural folk. It's definitely giving us mileage," accepted Singh.

A kg of detergent would cost Rs 15.50 while half-a-kg of poly pack would be available at Rs 8.50. "These products are essentially for rural folks," he said who felt that a selection of name was a well-conceived marketing strategy with an eye on making it big in the rural market.

This, incidentally is not the first time that Lalu Prasad's brand equity has been used in the market. Earlier, hair-cutting saloons specialising in his style of haircuts, cosmetic boxes under the brand name of "Lalu Chale Sasural", Lalu 'lemon choos', Lalu doll, Lalu chocolates, have all flooded the rural market. A film producer even tried his luck by producing a film using his name –Padamshree Lalu Prasad Yadav.