The Hindu Business Line : Godrej Sara Lee to extend Ambi Pur brand

GODREJ Sara Lee is extending its Ambi Pur brand of air fresheners. So far available only for cars, the brand will now be available as a plug-in device for homes and offices.

Speaking to Business Line, Mr A. Mahendran, Managing Director, Godrej Sara Lee Ltd, said the electric air fresheners would be launched in about two months. A "first of its kind" product, he said four variants of the brand - vanilla, jasmine, lavender and tropical - would be available. A refill bottle would cost Rs 90 for 60 ml and would last a month or so.

So far, room fresheners are available only as sprays. There is a limited presence of electrical ones, sold only to institutions. The market for air fresheners is estimated at Rs 50 crore.

Godrej Sara Lee, which makes GoodKnight, Jet, Banish and Hit insect repellents, had earlier announced it was working on a mat to keep cockroaches away. However, that will take at least six months' time for launch as the product is waiting for official approval. The product would be part of the Hit brand that has aerosols to kill mosquitoes and cockroaches, chalks to put an end to the latter and bait to kill rats.

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