The Hindu Business Line : Godrej Sara Lee extends Ambipur brand

Mumbai, April 15 Godrej Sara Lee is planning to build a local connect with the Sara Lee brands in the Indian market. Having got the franchise of the Sara Lee brands such as Kiwi shoe polish and Brylcream in the recent past, the joint venture company would now be growing some of these ‘nascent’ categories.

Speaking to Business Line, Mr Taraun Arora, Vice-President-Marketing, Godrej Sara Lee, said, “We believe the Sara Lee brands would be growing faster as these are nascent categories in India. Our focus would be to make these brands local.” Considering the rest of Godrej Sara Lee portfolio comprises its indigenous household pesticide brands, the FMCG company now wants to fine-tune its Sara Lee brands to have a local flavour to cater to the Indian market.

“Household insecticide is already a fairly developed category unlike the rest of the homecare categories which belong to Sara Lee’s portfolio.” With intentions of bringing in more brands from the Sara Lee portfolio in the homecare segment, the FMCG company has recently extended its Sara Lee-owned brand of Ambipur with an aromatherapy range of fragrances.

Adds Mr Arora, “The aircare category has traditionally been a low involvement category especially with regard to home fragrances. We are now leveraging the international experience of the Ambipur brand and this range has been especially created for the Indian market.”

The Ambipur brand was launched in 2002 and has been growing at 20 per cent with its range of car and home fragrances.

Actor Soha Ali Khan is the brand ambassador for the Ambipur brand.

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