Reckitt Benckiser (India) Ltd’s most prominent brand Dettol has brought the Global Hygiene Council to India as part of its corporate social initiatives that focus on personal hygiene. Dettol and Lizol, two of the company’s foremost brands in the antiseptic category, have supported a survey on hygiene done by the Global Hygiene Council in 10 countries, including India.
Reckitt Benckiser had launched a three-pronged ‘Dettol Surakshit Parivar’ programme in 2006 in six metros, which focussed on promoting good hygiene practices. This apart, the company has ad hoc programmes in various regions and occasions. As part of this tie-up with the Global Hygiene Council, Reckitt Benckiser would fund studies on hygiene as also conduct annual experts’ meets.
While talking about reaching the masses across various socio-economic segments, Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser (India) Ltd, touted Dettol to be the most cost-effective hygiene brand, with no price hike in the last six years. Dettol and Mortein are the major drivers for the company with presence in two million stores across the country as well as a healthy penetration in rural areas.
The company is bullish on using mass media for promoting each of its many FMCG brands. But its primary focus is addressing its varied target audience through TVCs. “Reckitt Benckiser is the second highest ad spender in the country, after HLL. In India, our ad spend is a little more than 15 per cent of our annual turnover in India. We are expecting a turnover of Rs 2,000 crore by 2010,” said Sethi.
Stefan Gaa, Regional Marketing Director (South Asia), Reckitt Benckiser, said that the company’s media spend globally was 12 per cent of the turnover, of which 95 per cent was spent on TV spots.
Sethi added that Dettol had an annual turnover of Rs 400 crore last fiscal, and the company had closed 2006 with revenues of Rs 1,200 crore. Reckitt Benckiser sees Dettol alone adding Rs 1,000 crore to its topline by 2010.
The Global Hygiene Council travels across the world promoting good hygiene practices, and after having visited South Africa, the UK, Italy, Saudi Arabia, Canada, the US, Germany and Malaysia, it now comes to India. The Council is an independent body founded in 2006 and brings together leading global experts in the fields of community and preventive medicine, and aims to revisit current hygiene practices in order to offer realistic recommendations to the public on the importance of hygiene at home and in the community.