marketing
Writer: Source: Business Standard - Wednesday, Mar 22,2006 7:33 AM
Reckitt Benckiser looking to bring in global brands

Plans to introduce newer variants of flagship brand Dettol

FMCG major, Reckitt Benckiser is contemplating bringing in some of its international brands to the country.

Ms Anne Engerant, Regional Marketing Director (South Asia), said: "We recently brought in our global products, such as dishwasher tablets Finish and depilatory cream Veet to the Indian market and hope to introduce other products in due course."

The company is also looking to introduce newer variants of its flagship brand Dettol this year, with an aim to capture 25 per cent of the Rs 1,500 crore health-soap market.

"Currently, we have about 18 per cent share of the health soap market, with the Dettol brand contributing to about one-third of the turnover," Reckitt Benckiser Senior Vice-President (India) and Regional Director (South Asia), Mr Chander M. Sethi said.

Though he declined to specify the number of new variants to the brand, he said that globally there are about six variants of Dettol soap, but in India currently there were only three — Sensitive, Deo and Fresh.

In an attempt to boost its presence, the company today launched — Surakshit Parivar, an awareness campaign on hygiene. "We have earmarked a budget of about Rs 5 crore for the programme, which is primarily meant to spread awareness on hygiene in family and school environments," Mr Sethi said.

Through its campaign, the company is planning to reach out to about 12 lakh new mothers, three lakh students under its handwash programme in schools and 250 hospitals in the six metros, including Bangalore and Hyderabad this year.

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