Godrej Consumer Products targets 10% market share in Sanitisers and Hand wash section

Godrej Consumer Products Ltd aims at acquiring 10 % market share in the hand wash and hand sanitisers segment.
Godrej Consumer

FMCG firm Godrej Consumer Products Ltd (GCPL) aims at acquiring 10 % market share in the hand wash and hand sanitisers segment in the coming three years with its Protekt range.
The company also aims to expand the Protekt brand to various categories of the health and wellness market.
GCPL Business Head (India and SAARC) Sunil Kataria told PTI that he would like to be at least 10 per cent of the market in next 2-3 years.
He adds that today, the total market of hand washes and hand sanitisers segment is about Rs 500 crore and is growing at around 15 per cent each year. The hand wash market alone accounts for about Rs 450 crore.
Kataria said that health and wellness is becoming an ongoing need of the country and it is getting stronger with ongoing campaigns such as Swachh Bharat. He feels that a big brand can be created, keeping this segment in mind.
Adapting elements like attractive designs and packaging, formulations and fragrance, Godrej group would focus on 'delightful protection' to differentiate itself from other brands. When Mr Kataria was asked whether GCPL has slightly delayed its entry into the segment, he said that he’s eyeing a long term gain and that penetration is still very small.
As per Mr Kataria, GCPL plans to extend Protekt brand to other categories.
He said that they are not looking at it as a hand wash or hand sanitiser brand only, but It’s an overall wellness brand. They see the brand definitely going into other segments where they can offer protection.
The company had launched Protekt as a health and wellness brand in May 2014 in modern retail outlets and extended it to general trade in October 2015.
Today, the brand has one hand sanitiser, one mosquito repellent spray called Buzz Off and three hand wash products.

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