Financial Daily from THE HINDU group of publications
Friday, Mar 31, 2006
Financial Daily from THE HINDU group of publications Friday, Mar 31, 2006 |
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Marketing
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Channels and Franchises Dettol rolls out hygiene campaign in Chennai Our Bureau
Mr Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser India Ltd, at a press conference in Chennai on Thursday. - Bijoy Ghosh
Chennai , March 30 Dettol, the signature product of Reckitt Benckiser, which manufactures household and cleaning products, has a 60 per cent market share of the handwash segment of the soap market, according to Mr Chander M. Sethi, Chairman and Managing Director, Reckitt Benckiser (India) Ltd (RBIL). The handwash market is currently about Rs 35 crore and is growing at 40 per cent every year. Currently, the household penetration in India for handwash soaps is about three per cent; in other countries with comparable populations it is 15-20 per cent, he added. To spread awareness about the importance of hygiene and cleanliness, the company has launched the `Dettol Surakshit Parivar' programme in Chennai. Already launched in the North, the programme aims to advocate hygienic practices in households to ensure protection against germs. The programme will be divided into three parts. The New Mother Programme would cover 12 lakh mothers in Delhi, Mumbai, Kolkata, Chennai, Bangalore, and Hyderabad, who will be contacted and given tips on how to protect newborn children from germs and infections. The School Handwash programme would see the company contact over three lakh students across the six metros and educate them on the importance of washing hands regularly and thoroughly. The Hospital programme would have the company conduct awareness programmes with nurses on the methods of ensuring a germ-free environment. Mr Naveed Khan, Marketing Manager of Reckitt Benckiser, said that the company would be investing Rs 5 crore in this programme. RBIL is a Rs 1,000-crore company.
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