After providing good health and good skincare and haircare, Dabur is now out to provide clean homes. The company has entered the household cleaning segment with the launch of Dazzl Disinfectant Floor Cleaner and Dazzl Anti-Bacterial Kitchen Cleaner. Smriti ‘Tulsi’ Irani has been roped in as brand ambassador for Dazzl.
Dabur is looking to tap a significant share of the Rs 1,140-crore hard surface cleaning market with these twin launches. The company has its work cut out with competitors like Reckett Benckiser and brands like Domex, Lizol and Mr Muscles.
Girish Kumar, Senior General Manager-Home Care, Dabur India Ltd, said, “The new Dazzl hard surface cleaner range is a result of extensive research from Dabur India and is a truly world class product for the Indian market. The Dazzl range will keep the home and kitchen environment clean and free from harmful germs that affect the health of the entire family.”
Buoyed by the success of Dazzl’s test-marketing exercise in the South, Dabur India is rolling out the product nationally. “The consumer response to Dazzl in the test market was in line with expectations, encouraging us to nationally roll out the product within 6-8 months of its test launch,” Kumar added.
The launch will be supported by TV, print and outdoor campaigns. The TVC has been conceptualised by O&M and will break in a week’s time.
Giving the reason for choosing Smriti Irani as brand ambassador, Kumar said, “Smriti is a well respected star and symbolises a true family woman – a wife and a mother, while managing a successful career. We are confident that this association will prove very fruitful for Dazzl.”
Dazzl Disinfectant Floor Cleaner is priced at Rs 50 for a 550 ml bottle, while Dazzl Anti-Bacterial Kitchen Cleaner comes with two options – a 400 ml spray priced at Rs 75 and a 500 ml toggle priced at Rs 65.