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Purvita Chatterjee

Mumbai, Sept. 9

Godrej Consumer Products Ltd (GCPL) intends to extend its Ezee liquid detergent brand to the post-wash category.

Exploiting the equity of its 25-year-old liquid detergent brand, which has been restricted to woollen clothing so far, the FMCG company is looking at more segments within the Rs 900-crore premium detergent category, including a washing machine liquid and even a powder format.

Mr V. Suresh, Vice-President Marketing GCPL, told Business Line, “There could be opportunities in the post-wash category as people are seeking fragrance and softness in their clothes.”

Currently, there are brands such as Comfort (HUL) and Downy (P&G) which are present in the post-wash segment.

Meanwhile, the Ezee brand has been stretched as a daily wash liquid detergent brand under the new variant – Bright & Soft.

Pegged at Rs 72 for 500 gm, Ezee Bright & Soft has pitted itself against the powder detergent brands such as HUL’s Surf Excel Blue and P&G’s Ariel in terms of pricing.

Taking the onus of creating the liquid detergent category further, Mr Suresh says, “It is our job to create the category of daily wash liquid as the existing brands are still small, including HUL’s Surf Excel Liquid”.

“Worldwide liquid detergent is a bigger format and India is moving towards the same path,” claims Mr Suresh.

While liquid detergents may be a nascent category, the Rs 900-crore premium detergent market is growing at 12 per cent, according to AC Nielsen. This gives enough scope for new brands and offerings to get launched in this space. In fact, GCPL has taken a decision to stay away from the mass end of the detergent market instead, extend the equity of its heritage brand Ezee into this space.

“We did have mass detergent brands like Trilo and Key in the ’90s but now with the premium detergent market growing at double digits we are not ruling out more products under Ezee,” said Mr Suresh, having roped in television actor Sakshi Tanwar as brand ambassador.

With 80 per cent share in the premium liquid wash market already, the Rs 45-crore Ezee brand expects its extended franchise to help it clock a turnover of Rs 100 crore in the next two years.

More Stories on : Brands | Soaps & Detergents

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