Cinthol Fresh, the toilet soap product from Godrej Consumer Products Ltd. (GCPL) has reached a distribution target of one million outlets in March this year—a 20 per cent increase over September 2000. This follows the company’s Rural Distribution Programme of penetration into the class III and class IV towns and rural areas. As part of this programme, GCPL has added 78 stockists, 1,200 sub-stockists and 1,500 distributors covering 4.5 lakh outlets.
The addition of stockists and sub-stockists has led to this increase in penetration. Cinthol Fresh has been accepted in small towns and rural areas.
Among other Godrej’s soap brands, Godrej No.1 has witnessed a 30 per cent increase in distribution to 5.2 lakh outlets during the given period, while that of Fair Glow has improved by 20 per cent to 6.70 lakh outlets.
Cinthol International, which is the premium product from the company’s portfolio, priced at Rs 13.50, has achieved a five per cent increase in the number of outlets.
Along with Cinthol Fresh, Godrej’s hair dye sachet has also managed to reach the one million outlet mark on the back of the Rural Distribution Programme.
The company has managed to notch up a double digit growth level of 20 per cent last year, due to the Rural Distribution Programme. This is despite of the fact that the toilet soaps industry witnessed a negative growth of two per cent.
Cinthol Fresh contributes about 15-20 per cent to the sales. It has a market share of two per cent in the toilet soaps industry. The market share of the entire Cinthol brand of toilet soap products is 3.5 per cent.