UK-based Reckitt Benckiser is expanding its portfolio in India with the re-launch of its stain-removal laundry product Vanish. This is in line with the company’s strategy to offer premium products to tap into emerging segments.
The FMCG major is known for its brands such as Harpic and Lizol household disinfectant.
Reckitt Benckiser has been aggressive with its portfolio expansion strategy this year. For instance, earlier in 2019, the company has launched its global liquid laundry brand Woolite in India, apart from introducing a chemical-free range of soaps and hand washes, under brand Dettol.
Abhishek Chuckarbutty, Global Category Director, RB Hygiene Home, said, “India is the first market where we are re-positioning Vanish, which clearly indicates that it is a strategic market for us, as we decided to transform and re-launch the product to cater to the evolving Indian consumer needs.”
Vanish is sold in 70 countries globally It is an additive product used along with detergents.
“In the last couple of years, the garment and fashion evolution in India has been rapid. With consumers increasingly wearing synthetic and blended garments, which are fragile in nature, they want products that can deliver on benefits such as colour safety and brightening and whitening of garments. This product has been tailor-made for the Indian market,” Chuckarbutty stated.
Sukhleen Aneja, Marketing Director, South Asia, RB Hygiene Home, added, “ We believe the new product will help expand the relevance of the additives category. The laundry segment has the potential for growth. The liquid detergent format is growing at a faster rate than the powder format. Our two big bets on the laundry segment are Vanish and Woolite in India.”