Dabur India Ltd has entered the Rs 1,000-crore burgeoning hard surface cleaner market with the introduction of ‘Dazzl’. The Rs-2234 crore Indian consumer goods major has also appointed popular Tamil actress Khusbu as brand ambassador for this new range of hard surface cleaners.
According to Girish Kumar, Senior GM-Home Care, Dabur, “Dazzl is the only antibacterial kitchen cleaner that ensures complete protection from oil, grease and invisible germs in the kitchen. It’s well researched and the unique formulation with ‘SQL Activ’ removes grease, oil and food stains across all kitchen surfaces like gas stoves, kitchen platform, tiles, chimneys, exhaust fans, sinks, microwave oven, mixer, toaster, kitchen cabinet and utensils.
On the other hand, Dazzl disinfectant floor cleaner’s ‘dirt trap technology’ developed in collaboration with a New York-based international research laboratory ensures better dirt entrapment from the floor. It also ensures that the muddy solution settles down in the bucket, offering clear solution each time for mopping. Kumar said that Dazzl kitchen cleaner and disinfectant floor cleaner had the ability to kill 99.9 per cent germs across all hard surfaces.
According to Kumar, there was a high growth opportunity in this category given the low penetration. Speaking on the marketing strategy for the new products, Kumar said that the company would shortly launch a 360-degree campaign. “You will see TV and press campaigns, and a lot of activation in the form of consumer contests and sampling in the next few months, in Tamil Nadu and Karnataka,” said Kumar. He refused to divulge the media budget, although he said that a considerable sum would be spent in order to build the brand.
Dabur is rolling out Dazzl initially in South India, starting with Tamil Nadu and Karnataka. “Tamil Nadu and Karnataka are very promising markets for household cleaning products, and we anticipate a very good response to our new product range from this market,” Kumar said. The Dazzl kitchen cleaner will be available in two SKUs of 400ml spray priced at Rs 75 and 500 ml toggle priced at Rs 65. Dazzl disinfectant floor cleaner will come in 500 ml SKU, priced at Rs 48.