PVR Cinemas forays into cleaning and disinfection services business

The country's largest film exhibitor, PVR Cinemas, announced on Tuesday its foray into the custom cleaning and sanitizing services business under its newly launched vertical V-Pristine.

Through V-Pristine, he said, PVR Cinemas will provide its solutions to the commercial and residential sectors, extending the same quality and standards that the customer is used to at its premium cinema halls, it said.

The company expects to meet the growing demand for health and safety products and services in the wake of the COVID-19 pandemic.

The company's CEO, Gautam Dutta, said this new company is like a start-up and as a result of the innovations the company had planned when the movie viewing industry shut down last year and PVR found it difficult to be relevant.

“A year ago, right in the middle of the COVID, when the cinema was closed and revenue was dropping, we needed to come up with some ideas where the brand could continue to do business and be relevant to consumers. We held workshops focusing on the core strength of PVR. Dutta told PTI.

The company focused on its strength and launched several new initiatives that were ready to go, like Popmagic's microwave popcorn, which PVR now sells on e-commerce platforms like Amazon, Swiggy, and Zomato.

It also launched a cloud kitchen business and served its customers with online aggregators.

"The third was V-Pristine. We've seen a huge positive force in our trained staff, who always make our huge property shine. We weren't in the cleaning service, but in cinema care..." he said, and added. PVR realized its potential in this sector and decided to expand its impeccable cleaning standards beyond cinemas.

Currently, V-Pristine is available in Delhi-NCR and has covered more than 1,000 residences and offices in the first phase of trials covering six months.

“The company now aims to expand its services to Bengaluru, Hyderabad, Chennai, Mumbai and Kolkata soon,” the company said.

V-Pristine has also partnered with MyGate, the nation's largest community app, serving more than 25,000 gated communities and 3.5 million homes.

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