Financial Daily from THE HINDU group of publications
Tuesday, Mar 21, 2006
Financial Daily from THE HINDU group of publications Tuesday, Mar 21, 2006 |
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Marketing
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Outlook Godrej Sara Lee eyes aromatherapy segment Purvita Chatterjee
Mumbai , March 20 Marking a new foray Godrej Sara Lee has decided to venture into the area of aromatherapy. At present, its R&D department is exploring products with mood elevating properties and these could range from incense sticks, oils and evaporating mats to potpourri formats. At the same time, the household insecticide major is actively scouting for a local incense manufacturing company with a relatively known brand, under which it could launch its new aromatherapy range. Speaking to Business Line, Mr A. Mahendran, Managing Director, Godrej Sara Lee, said, "We are looking at `Indianising' the air care category and want to grow inorganically by acquiring an incense brand to launch our aromatherapy range. Presently there is no national player and we are in the process of identifying a regional brand in this space." The company is looking at acquiring an incense brand in western India to make a foray into the aromatherapy segment. Targeting consumers already using incense brands at the bottom end of the pyramid, Godrej Sara Lee expects to have converts from the incense users in the lower income groups. Adds Mr Mahendran, "Our competition is mainly going to be from the incense market. There are already millions of households who already use incense for religious purposes. We are hoping to extend that consumption into a room purifying option at the bottom of the pyramid." Exploring the right technology and price for venturing into the lower income group with its aromatherapy offerings, the company has no intentions of extending its existing premium air purifying brand — Ambi Pur, the international brand of car and home perfumes, into the aromatherapy segment. Meanwhile, the company is also scouting for a global household insecticide brand to enter the international markets. "We are looking at an overseas acquisition with the intention of globalising our business." The company is hoping to acquire possibly a brand from the South Asian markets. It is contemplating picking up brands from countries such as China, Bangladesh and Sri Lanka. Having acquired domestic brands such as Jet and Banish in the past, the Rs 550 crore Godrej Sara Lee is now exploring having international brands in its portfolio to enter new markets abroad. In the domestic market, its flagship brand Good Knight after being a market leader in the mats category has recently emerged with a majority share in the coils segment as well. A market leader in the Rs 1,500 crore household insecticide category with a 40 per cent share, Godrej Sara Lee has been growing at 10 per cent.
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