rely on display of full range of their products on shelves of supermarkets as the most effective means of marketing. The objective of displaying whole range of FMCG goods runs into the host of problems, namely supplying tailor-made display trays to supermarkets for hundreds of products and hundreds of variants of these products, keeping inventory of tailor-made display trays and disposing off trays meant for products/variants withdrawn from the market, for they are no longer suitable for other products/variants. Display ixays are placed on metallic shelves of supermarkets to display FMCG goods with front end information of the goods on display, namely price discount, trademark, and eye-catching slogans.

1. 3 The conventional display trays for FMCG fall short of realizing on cost-benefit basis the objective of displaying the whole range of

products and their variants due to their inherent drawbacks, namely - fred divider and the concomitant unsuitability of tray for other products/variants - inconvenience of removing goods from trays to make room for adjusting display compartments

risk of personal injury to attendants in adjusting compartments - high cost of inventory of tailor-made trays with foxed dividers short Utlhty hie cycle - paucity of tailor-made trays for goods having seasonal demands 2.0 COMPLETE SPECIFICATION :

The drawbacks of the conventional display trays for displaying the FMCC goods are fully addressed to by the invention" ADJUSTABLE MULTIPLE CONSUMER PRODUCTS DISPLAY SYSTEM-STRUT", as described in the following paragraphs : 2.1 The invention"ADJUSTABLE MULTIPLE CONSUMER PRODUCTS

DISPLAY SYSTEM-STRUT"comprises 3 distinct components made out of molded plastic, namely (i) Base tray, wide and narrow (ii) Long Divider (in) Short Divider The three components are described in detail in the following paragraphs : 2. 2. 1 Base Tray :

Base tray is illustrated in the accompanying diagrams 01/06 and 02/06, and is a flat rectangular tray admeasuring 378 mm in length and 250 mm or alternately 100 mm in width and 2 mm in thickness, taking into account the fact that supermarket shelves measure 850 mm or 1000 mm or 1100 mm in length. Thus, entire length of shelf is covered with 3 wide trays and 1 narrow tray placed laterally and locked together or 4 wide trays locked laterally or with 4 wide trays and 1 narrow tray placed and locked laterally.

The"STRUT"system can be used for supermarket shelves of almost any standardized length.

2.2. 2 The base tray has two Enter-loclig studs ? [03] on its left side and 2 stud-locking-slots on its right side. The 2 pairs of the combination of inter-locldng-studs and slots help laterally lock and

latch two adjacent trays into each other to entirely cover supermarket shelves of any standardized length.

2. 2.3 The base tray rests on a rectangular frame [09], as illustrated in the accompanying diagram 02/06, that allows the base tray a clear elevation from the shelf of 4-5 mm. This elevation facilitates

unhindered insertion of locking studs of divider underneath pair of adjacent teeth of rectangular slot. The elevation also facilitates sliding movement of the aforesad locldng studs over the under- belly of the said pair of teeth, thereby yielding easy and trouble- free locking of divider onto the said base tray. The installation of divider on the base tray is illustrated in the accompanying diagram 06/06.

2.2. 4 The base tray laterally has a front window llQ], admeasuring 30

mm in height and 23 mm in length that is closed with a transparent curved closure. The accompanying diagram 02/06 illustrates view of the window from right side. The window conspicuously facilitates display of trademark, price discounts and slogans in front of goods on display that customers have easy access to. The curved closure rests on three lateral supports [OS] as illustrated in the accompanying diagram 01/06. Labels bearing trademark, price discounts and slogans are inserted in the window.

2. 2. 5 Although the said base tray is elevated by 5 mm from shelf, the window drops in depth to the level that perfectly matches with the lower end of the rectangular frame of the base tray. The

accompanying drawing 02/06 illustrates this feature. The drop of the window is significant and conspicuous in terms of allowing better display of products rather than obscuring them, giving thereby to the consumers the ease of checking the goods on"the elevated display shelf. This is indeed a concept that a keen customer never misses out on.

2. 2w A 8 mm long lateral trough 1041, as illustrated in the accompanying

drawing 01/06, immediately behind the window separates the window from the display area of the base tray. The trough conspicuously serves no purpose, while its under-belly has the functional utility of amxing on it double-sided adhesive tape to firmly hold the base tray in place on supermarket display shelf.

2. 2. 7 The base tray laterally has either 7 pairs or 4 pairs of rectangular slots that measure 32 mm in length and 14 mm in width. This feature is illustrated in the accompanying diagram 01/06. The

slots are longitudinally and uniformly spaced apart by the tray length of 142 mm. The slots are carved alternately in backward and forward lateral rows to ensure that the slotted section is almost as strong in structural strength as its un-slotted area and that the slotted section withstands weight of goods displayed. The slots are of 2 mm thickness. Thus, there are 4 pairs of backward slots and 3 pairs of forward slots. The base tray begins and ends with pair of backward slots. In the accompanying drawing 01/OiS, [Oil is a pair of backward slots and [02] is a pair of forward slots.

2. 2. 8 Tray length of 50 mm and 35 mm separates respectively backward and forward slots from the trough.

2.2. 9 The front side of each rectangular slot has 4 curved-top teeth

admeasuring 4mm in length, 3 mm in width and 2 mm in thickness. The curved-top teeth [07] are illustrated in the accompanying diagram 01/06. Sides of the slot beyond the length of curved-top teeth open into curves of 5 mm radius to merge with the rear side of the slot. The side ein-ves [061 are illustrated in the accompanying diagram 01/06. The curve on the two sides of the slot facilitates insertion of divider over the last tooth on either end of the slot, ensuring thereby full lateral utility of the base tray.

Each tooth of the tray is precisely aligned with its counterpart spaced apart over the 142 mm length of the tray. The teeth in the slot are so configured that they allow the shortest width of clear 12 mm between two dividers and that they allow placement of goods with no upper limit on size of the object to be displayed. In other words, objects as small as 10 mm in diameter or width can be displayed on the base tray of the invention.

Furthermore, the teeth are so configured as to cover the entire width of the base tray, thereby allowing near 100% coverage of the surface area of the base tray for display.

2. 2-lOTbree lateral grooves 1mm wide and 1 mm deep serve as cut-outs to reduce length of base tray in line with available depth of display

shelf. The grooves [08] are illustrated in the accompanying drawing 01/06.

2.2. 11 Lateral and longitudinal ribs, enclosing each slot, form the compartments and enhance the structural strength of the rectangular frame, supporting the base tray. The ribs also

completely eliminate deformation of the tray's horizontal plane even under full-load condition.

2.3. 0 Long Divider : 2. 3.1 Long divider is illustrated in the accompanying diagrams 03/06 and 04/06. The diagram 03/06 represents front view of long

divider and the diagram 04J06 represents plan vs of long divider. It admeasures 400 mm in length, 50 mm in width and 3 mm thickness. It has two locking studs' [11] on its base side, spaced 142 mm apart, with the front locking stud spaced 60 mm from its front end. It has a front end cutout, spaced 18 mm from the front end and has four rear end cutouts.

2. 4t Short IBivider : 2.4. 1 Short divider in front view is illustrated in the accompanying diagram 05/06. Short divider is identical in dimensions to long divider. It too has two Tocking studs' [12], as illustrated in the

accompanying diagram 05/06, on its base side, with the front locking stud spaced 43 mm from its front end. The shorter distance of 43 mm of front locking stud differentiates short divider'from longdiwder'.

2.5. 0 The accompanying drawing 06/06 illustrates installation of long

divider in the first pair of backward slots 1011, illustrated m the accompanying drawing 01/06.

3.0 Best Method of Operating the Invention : 3. 1 A fast-moving-consumer-products (FMCG) company takes up 100 cm length of display shelf for displaying its range of products,

comprising 2 variants of deodorant sprays, each measuring 40 mm in diameter, one variant of cologne spray, each measuring 35 mm in diameter, and 2 variants of perfume spray, each measuring 50 mm in diameter.

3. 2 Four wide"STRUT"trays having 25 cm width are laterally placed on the 100 cm long shelf and are inter-locked with each other,

latching inter-locldng studs on left side into the corresponding slots of the adjacent tray to yield a flat mono-planar tray-platform without any intervening gap in-between. The tray-platform offers for insertion of dividers a net elevation of 4to 5 mm.

3. 3 The composite window, facing outward, offers for display the area

of 100 cm in length by 3 cm in height to either label each compartment or display the Company's trademark for the deodorant spray.

3. 4 Starting from left or right side, a long divider is locked between the

first tooth of the first pair of backward slot of the base tray and the under-belly of the rectangular frame. The first can of 40 mm diameter is placed, touching the divider and the other can of the variant are similarly placed behind the first can in a row.

3. 4 A short divider is placed in the second perforation of the next pair of forward slots, touching closely the row of cans, thereby allowing the row display space of 41 mm for displaying 40 mm cans. A mere

1 mm length of the display shelf is wasted for displaying the variant of the deodorant spray.

3.5 Thus, a whole separate section is created for displaying one variant of the deodorant by utilizing only 41 mm length of the display shelf.

3. 6 The procedure in paragraphs 3. 1 to 3. 4 is repeated to display the

second variant of 40 mm diameter of the deodorant spray. This display takes up 41 mm length of the display shelf.

3. 7 The procedure is repeated with the next product group of one variant of cologne spray measuring 35 mm in diameter and two variants of perfume spray, measuring 50 mm in diameter.