Market whisper: Ghari-maker eyes sanitary pad game

After taking on Hindustan Unilever in the low-cost detergent space with its Ghari detergent, Kanpur-based Rohit Surfactants (RSPL) is gearing up to challenge the likes of Procter & Gamble and Johnson & Johnson as it prepares to enter the Rs. 1,350-crore sanitary napkin market in India.

"We have a plan and it will take six months to materialise," an RSPL executive said on the condition of anonymity.

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RSPL, which is looking at strengthening its position in the FMCG space, did not respond to emails seeking information on its foray, strategy and execution for the sanitary napkin segment.

Sources inform the firm will leverage on rising organised retail and take the low-cost route to fill the market gap.

According to market research agency Nielsen, India's sanitary napkin market is largely untapped and is growing at a rate of 24% annually, and usage is close to 20% of potential customers.

Most large brands such as 'Whisper' from P&G and 'Stayfree' from J&J have a strong presence in urban areas, leaving the field open for the entry of new players with low-cost solutions targeting semi-urban and rural areas.

In the recent past, Japan's Unicharm and some other domestic players have used precisely this strategy to penetrate the market with new offerings.

RSPL's Ghari detergent created a flutter earlier this year when data showed it had captured a market share of 17% in the Rs. 13,000 crore-laundry industry.

At present RSPL, whose flagship business is detergent, is eyeing a larger FMCG portfolio.

 

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