Dettol-maker eyes ‘power growth’
With the Indian appetite for consumption showing a strong surge, home and personal care giant Reckitt Benckiser is gearing up to ride the demand for growth.business Updated: Oct 19, 2010 22:12 IST
With the Indian appetite for consumption showing a strong surge, home and personal care giant Reckitt Benckiser is gearing up to ride the demand for growth.
The maker of Dettol, Harpic and Cherry Blossom is looking to introduce its entire “power brand” global portfolio in the country.
At present Reckitt Benckiser has 10 power brands in India, and plans to introduce the remaining seven soon.
“The global portfolio will be fully represented in India,” said Chander Mohan Sethi, chairman and managing director, Reckitt Benckiser (India). “We are prepared to invest heavily and introduce all the power brands soon.”
The company is following a two-prong approach, on the one hand strengthening its existing portfolio and improving its reach, at the same time introducing the power brands with major investments
“We are one of the highest investors in the country and each of these soon-to-be introduced brands will be given the required fiscal assistance it deserves,” said Sethi, without divulging the timeline or investment details.
The aggregate consumption in India is expected to grow in real terms from R17 lakh crore in 2005 to R34 lakh crore by 2015 and further by 2025 to R70 lakh crore. Most FMCG players are looking at growth.
Its flagship, 77-year-old antiseptic brand Dettol, is worth around R1,000 crore.
Other power brands include Woolite, Gaviscon, Mucinex, Neurophin, Calgon, and French's Mustard.