Cinthol, Godrej Consumer Products Ltd (GCPL)'s flagship, is lathering up for action. GCPL is in the process of extending its Cinthol brand to a series of premium variants.
While Cinthol exists in soap, deodorant and talc formats, GCPL is set to extend the brand to variants such as handwash, shower gel and non-soap cleaners in due course. Cinthol's premium extensions would be launched in the domestic market shortly.
These variants already exist in the Gulf region, and are marketed by Godrej Global Middle East Ltd.
In last fiscal, soaps accounted for 52.1 per cent of GCPL's total sales, and sales from soaps grew by 8 per cent from Rs 248.2 crore in 2000-01, to Rs 268.1 crore in 2001-02.
While Cinthol is GCPL's flagship soap brand, GCPL's growth in the soaps segment has been driven by the Godrej No 1 brand. Godrej No 1, which falls in the sub-popular category, was relaunched a couple of years ago. The third soap brand in GCPL's portfolio is fairness soap Fairglow.
Apart from these three soap brands, Godrej hair colour and Ezee liquid detergent are the company's other power brands.
GCPL had undertaken the process of restructuring its Cinthol brand last year, with a fresh communication and positioning. However, according to analysts tracking the FMCG sector, recent years have seen the equity of brand Cinthol being diluted.