Godrej Consumer Products has identified five power brands from its existing portfolio for fuelling future growth. The company has also appointed merchant banker Kotak Mahindra to hunt for potential takeover candidates in the fast-moving consumers goods category.
GCPL has identified toilet soaps Cinthol, FairGlow and Godrej No.1, Godrej Hair Dye and liquid detergent Ezee as its growth engines. While these brands will be pushed aggressively nationwide, the others will be supported in pockets where they are strong.
According to industry sources GCPL is also planning to enter new categories through acquisitions and in-house developments of brands. These new categories maybe hair oil, paper napkins and sanitary napkins.
Post-Godrej Soaps demerger, GCPL in its first year of operation (FY 2001-02) has repositioned Ezee with fabric conditioner. Godrej plans to launch different variants of Ezee to extend the brand from one targeted at washing expensive T-shirts to fabric softeners to cool cottons.