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— Ramesh Sharma

Mr Chander Mohan Sethi, CMD, Reckitt Benckiser (India) Ltd, at the launch in the Capital on Wednesday.

Our Bureau

New Delhi, Jan. 16 The Rs 1,200-crore FMCG company Reckitt Benckiser (India) Ltd on Wednesday launched its global air freshener brand, Air Wick, in India.

Mr Chander Mohan Sethi, Chairman and Managing Director, Reckitt Benckiser India, said, “Air Wick (at Rs 6,000 crore) is one of our largest global brands. We decided to launch it here because the air freshener market is still in its infancy with high opportunity, but low penetration. The country is also ready right now to accept such products given the changing lifestyles which include smaller congested homes, poor sunlight and ventilation, drying clothes inside the house and other such factors.”

The company is launching the product in the Rs 75-crore domestic air freshener market in three formats — Air Wick Electrical Diffuser, Air Wick Aerosol Spray and Air Wick Freshmatic Automatic Spray. The range is being launched in multiple fragrances such as English Rose, Peachy Jasmine, and Lavender Fields amongst others for an introductory offer of Rs 125. While aerosol sprays are being valued at Rs 99, the Air Wick Freshmatic Automatic Spray for cars is being priced at Rs 700.

Mr Sethi said the air freshener will be manufactured at the company’s unit in Baddi, for which an additional line will be added at a cost of around Rs 3 crore to Rs 5 crore.

The company has recently invested around Rs 130 crore on setting up two units in Uttaranchal and Jammu. On future investments, he said, “In terms of investments, besides the amounts spent on setting up and expanding facilities, we are also the second largest advertiser in the FMCG industry.” The company spends over 14 per cent of the revenues on advertising campaigns.

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