American giant P&G, with almost 300 million euros inturnover in Romania, reprises Dacia's and Nokia's export model inthe fast moving consumer goods industry, and could see its Urla]iplant in Prahova county reach half a billion euros in sales onmedium term considering that the plant will supply 20 foreignmarkets.
"95% of production will go to the around 20 foreign markets we willsupply with shampoos and conditioners made in Romania," said LucViaene, manager of the P&G plant in Urla]i.
The company will start exports from its new shampoo plant nearPloie[ti by the end of the year.
Romania thus joins the club of emerging countries with productionfacilities for fast moving consumer goods, becoming more than justan attractive market in terms of its size: the 22 million consumerslured in big FMCG multinationals to Romania, but none of theirlocal facilities export more than 50-60% of their production atpresent.
In the first few years, the Urla]i plant could account for 400-500million euros of P&G's regional sales, considering that localsales of P&G hair care products can be put at 20-30 millioneuros, and their share in the new facility's turnover will be just5%.
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