The shift to a incorporated status is expected to help the company's long term growth plans. The company is targeting a turnover of Rs50 crore for the 2005 — 06 fiscal, of which 10 per cent of the revenue will be from the sale of mixer grinders.

The company is also present in all categories of water heaters, namely the electric storage, instant, gas and solar water heaters. The company was also the first to introduce a microprocessor based digital water heater with a corded remote control.

According to director-Sales I. Ramkumar, director, "Our entry into the mixer grinder category has also been backed by strong market research and we are confident that our products will fill the need gap vacuum that exists. The restructuring of our company will also enable us to consolidate our presence and grow in a sustained manner. Regular product upgrades and quality certifications ensure that our products raise the bar for industry standards"

The company has introduced two new models of mixer grinders- Magicmix and Duramix. The Venus Magicmix mixer grinder comes with a patented Superflow technology and flow breaker jars that direct the contents to the center of the jar and down towards the rotating blades thus ensuring faster and finer grinding.

An instant storage bowl also comes as a part of the accessories. Both the Magicmix and Duramix come with a shock, rust and scratchproof outer body, 3-in-1 blades and are powered by a rugged heavy duty 550-watt motor. Both the mixers will come with a 2-year warranty. The Magicmix and Duramix are priced at Rs.2,690 and Rs.2,390 respectively.