The Hindu Business Line : Godrej aims to double market share of soap brand

New Delhi, Sep 6 (PTI) FMCG player Godrej Consumer Products (GCPL) is working to double the market share of its soap brand, Godrej No.1, over the next 18 months by penetrating further into the Northern region.

“At the national level, the soap brand has a market share of 8 per cent in value terms, while in volume terms it is around 4 per cent share. Our intent is to double the share in the next one and half years,'' Godrej Consumer Products Managing Director Da lip Sehgal told PTI.

The company plans to double its distribution to 8,000 towns across the country, while expanding to around 50,000 villages in the next two-three years.

According to research firm A C Neilsen, Godrej No.1, which has an annual sales of Rs 500 crore, has overtaken HUL's Lifebuoy and Lux in the North Indian market in terms of both value and volume share.

“Years back, the brand was introduced keeping in mind the rural masses. All our activities for the brand revolve around local and regional level and it has especially done very well in the Northern Hindi belt,'' Mr Sehgal said.

He said the brand will focus on penetrating deeper into its existing markets, besides rolling it out to the rest of the markets in North India.

In the last 18 months, the company has revised advertising strategy with greater focus on Doordarshan. **We spent about 5-7 per cent of our sales value on advertising. We will keep focusing on local media and more on Doordarshan,'' he said. - PTI

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