We will be launching more products under Dettol as the personal care market in India has the fastest growth rate among all other segments of FMCG.”

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Going further, Reckitt Benckiser has bet its future, on another high potential category of health care, which got a fillip in 2005 with the £1.93 billion acquisition of Boots International, which has brought brands like Strepsils, Clearsil & Sweetex into the company’s portfolio.

In the past two years, the company has been on an expansion mode. It has launched brands like Veet, Vanish, Finish and Easy-Off Bang in the Indian market. Going further, Reckitt Benckiser has bet its future, on another high potential category of health care, which got a fillip in 2005 with the £1.93 billion acquisition of Boots International, which has brought brands like Strepsils, Clearsil & Sweetex into the company’s portfolio. Moreover, company officials reveal that they are continuously on the look out for acquisition targets to expand its brand portfolio. While some analysts may disagree with the strategy of adding too many brands quickly, one cannot deny that Reckitt Benckiser is known for its knack for making brands work wonders even in the most seemingly mundane categories.

Besides its focus on new product categories particularly in health care, the company has further decided to reposition its Dettol brand from its ‘perceived antiseptic soap’ image in order to tap the personal care category more aggressively. Reveals Steven Gaa, Marketing Director, South Asia, Reckitt Benckiser to B&E, “We will be launching more products under Dettol as the personal care market in India has the fastest growth rate among all other segments of FMCG.” The company plans to launch seasonal products like Dettol cool shower gels and also introduce variants in the sanitiser and beauty segment. Gaa does not seem perturbed with the already overcrowded FMCG space, as he states, “Dettol is a widely accepted brand in India, so all our ventures in personal care segment will have the brand name Dettol. We are also the market leader in antiseptic liquid segment, where no other player has a market share close to us.” He also claims that contribution of Dettol India to global turnover will be higher in the coming time.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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