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— Bijoy Ghosh

Mr A. Satish Kumar, Managing Director, Henkel India Ltd (left), and Mr Ranju K. Mohan, Vice-President- Marketing (Laundry & Home Care), at the launch in Chennai on Thursday.

Our Bureau

Chennai, March 20

FMCG major Henkel India Ltd on Thursday launched a range of homecare products under the brand Bref. Through the launch, the company has entered into two new categories – hard surface cleaners and toilet cleaners. It has brought in two products (liquid cleaner and in-cistern block) in the toilet cleaners category and one in the surface cleaners category.

Bref brand of homecare products are available in over 30 countries globally.

Announcing the launch in Chennai today, the company’s Managing Director, Mr A. Satish Kumar, said the Rs 226-crore surface cleaner segment is growing at 18 per cent in the country. While the local floor cleaners such as phenyl form 50 per cent of the market, speciality cleaners has been driving the growth for the category over the last three years, he said.

According to Mr Kumar, the toilet cleaners segment, which is divided into liquid cleaners and in-cistern blocks, is a Rs 150-crore category. This segment is registering a overall growth of 35 per cent. Liquid cleaners is the dominant category in the segment with 93 per cent share. However, in-cistern blocks is growing at a faster pace, he said.

The Rs 500-crore Henkel India expects the new categories to contribute 5 per cent of its turnover in the first year. “Currently, the market penetration is only 10 per cent. And, as the categories are growing at a healthy pace, we expect the market to double in the next five years. Even if we could garner 10 per cent share of the market, it would contribute at least Rs 75 crore to our overall turnover,” said Mr Kumar.

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