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FMCG major Godrej Consumer Products Ltd is planning to launch its international air freshener brand ‘Stella' in India. If launched, Stella will compete with Procter and Gamble's “Ambi Pur,” company officials said.
Ambi Pur, initially a Sara Lee brand, was marketed by Godrej through a joint venture company Godrej Sarah Lee Ltd till 2010.
Godrej is, at present, evaluating its strategies and necessary business opportunities that the brand can have in the country.
Stella is an air freshener brand owned by Indonesian FMCG major, Megasari. Godrej had acquired the Indonesian company (Megasari) in May 2010.
Mr Tarun Arora, Executive Vice-President, Marketing, Godrej Products, told Business Line : “Things are still in the nascent stage. We are currently evaluating the necessary business requirements. Godrej has already built up a brand and we need to see whether Stella will be accepted in India or not.”
He, however, did not specify any deadline or tentative date for the launch of the air freshener brand.
Around three years back Godrej started marketing three of Sara Lee's products including Ambi Pur, men's hair care brand “Brylcreem” and shoe polish brand ‘Kiwi.'
Last year, Sara Lee sold its air freshener brand (internationally) to FMCG major Procter and Gamble. Since then, Procter and Gamble has been marketing the brand in the country. While Godrej's licensing agreement for ‘Kiwi' was terminated earlier this year, it continues to market ‘Brylcreem.'
Shoe polish
Mr Arora however ruled out the fact that Godrej will bring out its own shoe polish brand to replace Kiwi. “There are no such plans at the moment,” he said.
At present, Godrej has a strong presence in the FMCG sector, with 29 per cent market share in hair colorants sector that includes Godrej Expert. It also has a 10.2 per cent market share in soaps that includes brands like “Cinthol” and “Godrej No 1.”
Similarly, Godrej also has a 37 per cent market share amongst the insecticides segment with brands like ‘Hit' and ‘Good Knight.'
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