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Dettol Kitchen Gel partners with Mumbai's dabbawalas to promote kitchen hygiene

14-December-2013
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Dettol Kitchen Gel partners with Mumbai's dabbawalas to promote kitchen hygiene

Dettol Kitchen Gel, the specialist disinfectant kitchen cleaner brand from Reckitt Benckiser, recently partnered with the dabbawalas of Mumbai to create awareness around the importance of kitchen hygiene.

The initiative reached out to 10,000 households in Mumbai through the lunchboxes delivered by the dabbawalas, which were tagged with a small booklet with surprising facts on germ contamination in the kitchen. In addition, a pack of Dettol Kitchen Gel was also inserted into the boxes to give housewives a chance to use the product.

Elaborating on the initiative, Akhil Chandra, Managing Director, RB India said, “Consumers Dettol as trusted champions of health, an ‘expert’ that guarantees protection from germs. Our association with the dabbawalas in Mumbai allows us to take the message of kitchen hygiene to a large number of households. Recent studies by Global Hygiene Council clearly revealed kitchen as germ hotspots. While creating awareness, we also wanted to custodians of family health, mothers and housewives, to use an expert kitchen disinfectant cleaner to extend our promise of germ protection to the kitchen by providing a single solution for a truly healthy kitchen and family.”

In one of the studies recently conducted by Global Hygiene Council, a global independent body of experts on health and hygiene, it was revealed that up to 90 per cent of surfaces touched during preparation of a simple meal can become contaminated with bacteria from food, which in turn can cause food borne illness. Elements in kitchen such as chopping boards, cleaning cloth, taps, plates, and other utensils can become readily contaminated with bacteria if they are not adequately cleaned after meal preparation.

Moreover, even the leftover food in the lunchbox can act as a perfect breeding ground for germs and bacteria. Hence, there is a need to use an expert kitchen cleaner for not just keeping the kitchen clean, but also keeping the family healthy.

Facts from the Global Hygiene Council ‘Cross Contamination Study’:

• Only 44 per cent of mothers clean and disinfect their child’s lunch box each day

• 92 per cent of the cases chopping boards and knives were found to be contaminated

• 100 per cent of kitchen cloths in India are heavily contaminated and was found to be the dirtiest item in Indian households

• 46 per cent of fridge interiors were unsatisfactory or heavily contaminated due to high levels of bacteria

• 95 per cent of kitchen taps in India failed the hygiene test, making it the second dirtiest item in Indian households. 85 per cent were found to be contaminated with E. coli
 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.