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Safari was very strong in certain pockets of the country – in UP, Bihar, Gujarat and Mumbai. They also had torches in the brand name of Safari.
The ‘D’ segment of the market was the largest segment contributing to about 50% of the sale. This was widely distributed, with a significant rural presence also. Safari had a 30% market share in this segment. Most of the business happened through the wholesale channel. The most important factor in its sale was price. It had to be kept 2 rupees below the market leader Everyday, and then the sales would fly. The business had continued in this manner for many years...
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