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Godrej Consumer forays into home cleaning products



FMCG major Godrej Consumer Products Limited (GCPL) on Tuesday said it has forayed into home cleaning products, a segment which is witnessing fast growth after the Covid-19 pandemic.

GCPL offers toilet, bathroom and floor cleaners under its newly-launched brand Godrej ProClean, the company said in a statement.

The brand’s USP is its ‘best quality at best price’ offering.

According to the marketing research firm AC Nielsen, the home cleaning products segment, which includes branded floor, toilet and bathroom cleaners, is estimated to be around Rs 2,600 crore. Moreover, due to increased awareness about cleanliness and hygiene, consumers are opting for home cleaning products and their preferences have also shaped the demand for durable, new-age products as against the traditionally used cleaners like phenyl.

Commenting on GCPL’s foray into home cleaning products category, GCPL Chief Executive Officer – India & SAARC Sunil Kataria said, “Indian consumers are becoming more hygiene conscious. Demand for cleaning products continues to grow due to consumer alertness concerning the importance of hygiene and the spread of infectious diseases.

“ProClean is a one-stop home cleaning, hygienic solution for everyday use. It offers 99.99% germ kill while ensuring value for money pricing in branded segments through its consumer offers. At GCPL, we are committed to creating delight for our consumers by prioritizing hygiene, safety and germ protection, and our new launch is another step towards reinforcing this commitment,” he added.

Godrej ProClean Floor Cleaner is available in two fragrance options of lavender and citrus. Godrej ProClean Toilet cleaner is available at Rs 86 for 500 ml and Rs 168 for 1 litre. Godrej ProClean Bathroom cleaner is available for Rs 91 for 500 ml and Rs 172 for 1 litre and Godrej Proclean Floor cleaner is priced at Rs 93 for 500 ml and Rs 179 per litre.

However, the entire range is available to consumers at aggressive consumer offers of ‘Buy 2 Get 1 Free’ on all 500 ml packs and 500 ml free with all 1 litre packs.

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