Reckitt Benckiser on March 30 launched Surakshit Parivar, the Rs 5-crore campaign to create awareness on hygiene, in South India. The corporate social responsibility initiative cemented brand Dettol’s association with hygiene, and that was something Dettol would always stand for, said Chander Mohan Sethi, CMD, Reckitt Benckiser (India) Ltd.
Speaking to reporters at Chennai, Sethi said, “The Dettol heritage certainly comes out of the medial heritage of protection of cuts and wounds. However, Dettol today stands for germ protection. For example, 30 per cent of all Dettol liquid is used for bathing. We are very clear on one thing: We will not introduce anything under the brand name Dettol if it does not provide germ protection.”
The Dettol brand, which contributes a third of the company’s revenues of (around) Rs 1,000 crores, is prominently present as antiseptic liquid, liquid hand wash, and soap. While the antiseptic liquid enjoyed an 85 per cent market share, Dettol hand wash accounted for 60 per cent of the total market according to independent research figures (Nielsen), said Sethi. Dettol soap accounts for 4 per cent of all soaps sold, and a fifth (18 per cent) of all soaps in the ‘health’ segment.
He elaborated that while the liquid hand wash category was growing at 40 per cent in the country, the penetration was less than 3 per cent. In countries of comparable population, the penetration stood at 15-20 per cent.
“If the communication is clear, then the category would be five times its size in the next five years. And Dettol will be the market leader,” added Sethi.
The new programme was a social responsibility initiative, and not targeted at increasing market share, clarified the spokesperson. The company that invests 16 per cent of its turnover on marketing and brand building each year, has allotted Rs 5 crore for the first phase of Surakshit Parivar. The programme would target new mothers, school children and nurses in six metros this year, and would be rolled out to more locations in subsequent phases.
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