Godrej Consumer Products is entering the south with another liquid detergent brand, Godrej Fab, after entering the category four decades ago with Godrej Ezee, formulated for winter wear.
The Mumbai-based consumer company has decided to launch another brand of liquid detergent despite having Godrej Genteel as it has witnessed a boom in the Rs 2,000 crore liquid detergent market in the last two years.
The product is also priced lower at Rs 99 per litre, which is comparable to most popular washing powders.
It is Godrej Genteel 500 ml, priced at Rs 85 for 500 ml, while Surf Excel Matic top load pack of 1 liter sells for Rs 199.
This strategy is not new for Godrej Consumer Products, which is to launch premium products at affordable prices. The company did the same with liquid hand wash, hair cream and also with its household insecticides.
“We realize that we have the power to take a category that is seen as aspirational, that is seen as more beneficial than what consumers are currently using, but we are using innovation and formulation to drive the price down and really shape the market itself. expand. That is what we tried to do with Godrej Fab,” Ashwin Moorthy, chief marketing officer at Godrej Consumer Products, told Business Standard.
He added that when access is provided to consumers, the company sees a sharp increase in penetration levels and adoption of the category by consumers.
The company has so far marketed the liquid detergent mainly in South India as the penetration of washing machines in this market is higher than the rest of India.
The device is a catalyst for increased use of liquid detergents.
In South India, washing machine penetration stands at 40 percent, compared to over 30 percent in urban areas.
Also, the use of liquid detergents in the South is higher than the rest of the country, and the category size of liquid detergents in the southern states is around Rs 700 crore.