Reckitt Benckiser expands e-commerce only product portfolio in India

With Airwick car fresheners, Reckitt Benckiser is marking its entry in the car freshener category for the first time

e4m by exchange4media Staff
Updated: Nov 13, 2019 11:41 AM
Reckitt Benckiser

Reckitt Benckiser expands its e-commerce product portfolio; introduces Calgon 3-in-1 power gel water softener for washing machines and Airwick car fresheners to the Indian market. Calgon has been trusted to protect washing machines from limescale and dirt build-up for over 50 years. It is the only water softener recommended by global leading washing machine manufacturers like Bosch, Siemens and Whirlpool. With Airwick car fresheners, RB is marking its entry in the car freshener category for the first time.

Findings show that hard water is prevalent in multiple parts of the country, leading to the formation of limescale in household equipment including washing machines resulting in long term damage of the machine. Calgon works through the neutralization of the hard water mineral ions and creates a protective shield with every wash. It increases the lifespan of the washing machine. In addition, Calgon is safe to be used on all kinds of garments and prevents malodour in the machine; just one cap with every wash.

Airwick car fresheners are easy to use with superior spill-proof technology with 100% fragrance that lasts for up to 60 days giving the feeling of freshness with every drive. The product addresses the problem of malodour within the vehicle leaving the car smelling fresher and fragrant for longer.

Commenting on the launch, Sukhleen Aneja, CMO & Marketing Director, RB Hygiene Home, South Asia said, “As Reckitt Benckiser Hygiene Home, we are committed to bringing in superior - technologically advanced products to serve and add value to the growing consumer needs. E-commerce today allows us to test and incubate ideas before scaling them for the more traditional ‘Go to Market’ channels. With the introduction of Calgon and Airwick car fresheners, we are bringing products that are easy to use and address some key concerns that have been identified in our research.”

Growing at an annual rate of 31%, India is the fastest-growing market for e-commerce in the world. E-commerce platforms have managed to build their own identity by providing solutions to the needs of Indian consumers.

Both, Calgon and Airwick car fresheners are imported products and in their first phase will be sold exclusively on e-commerce platforms. Calgon 3-in-1 power gel will be available in 750 ml pack at an introductory price of Rs 350.

Airwick car fresheners will be available in two formats – vent clip and multi-surface clip, which will last up to 60 days and will be launched at an introductory price of Rs 199.

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