Godrej Sara Lee Ltd, plans to launch a range of products in the coming year. The company is coming out with a range of air-freshners under the brandname ‘Ambipure’ by mid-2002, in addition to a slew of products under the ‘Good Knight’ umbrella for the rural population.
In order to expand its reach in rural India, the company plans to come out with sub-brands under the ‘Good Knight’ brand for all its product range and price them more economically. At present, the penetration of mosquito repellents in the rural areas is only six per cent, while it is 34 per cent in urban India.
The electrically plugged perfumed air-freshners is priced at Rs 60 for a 40 ml refill, and is expected to be launched in July 2002. They will have anti-bacterial properties and will last for 300 hours. The company is planning to import the product from Spain in the first year and start manufacturing it in India only after that.
It has recently launched ‘Good knight lotion’, an improvement over its existing brand of mosquito repellent lotion ‘Mosfree’ which will now be phased out. The new lotion is better perfumed and does the dual function of a skin moisturiser and a mosquito repellent. Launched last week in Tamil Nadu, it will reach the rest of India in three months time.
While lotions so far have contributed only one per cent to the company’s turnover, with the new launch the segment’s share is expected to increase to three-four per cent. Apart from advertising on mass media and additional incentives to retailers, mass trials at all large open-air programmes in the state are being conducted to promote the product.
Market leader in the household pest control market estimated at around Rs 1,000 crores with a 42 per cent share, Godrej Sara Lee is present in all segments of the market - coils, mats, vapourisers, aerosol and skin cream/lotions under brands Banish, Jet, Good Knight and Hit.
Of the Rs 60 crores, it will spend this year for advertising and promotion, the company has earmarked Rs 1 crore for promoting Indian art and artists and plans to hold cultural festivals in Mumbai and Bangalore in the lines of the ones it has been sponsoring in Pondicherry and Trivandrum for some years.