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Godrej Consumer to play brands across countries

With a slew of cross-border acquisitions in its kitty, Godrej Consumer Products Ltd has initiated efforts to tap synergies and leverage brand potential of various products across the borders.

business Updated: Oct 13, 2010 23:02 IST
Vivek Sinha

With a slew of cross-border acquisitions in its kitty, Godrej Consumer Products Ltd has initiated efforts to tap synergies and leverage brand potential of various products across the borders. The company plans to cash in upon the market potential along with marketing infrastructure to move brands across different geographies.

The company is exploring options to take its own brands of hair colour products, such as Godrej Expert, Protekt, Renew and Colour Soft to Indonesia. It also wants to take its insecticide brands Good Knight and Hit to Africa and Latin America.

“There is immense business potential for hair colour products in Indonesia and household insecticide products in Africa and Latin American countries,” Adi Godrej, chairman of Godrej Consumer Products Ltd (GCPL) told HT.

Also leveraging the capabilities of Latin American companies Argencos and Issue Group, which it acquired this year, GCPL intends to bring their powder hair technology and colour technology to India.

Godrej said the company is also keen to bring products under the air care category from its Indonesian acquisition Megasari Group to India. “There does exist business potential in air care products in the country and after we sold Ambipur to P&G there had been a gap in our product portfolio for air care products.”

“The cross-border movement of various brands is not intended to create fresh competition for the brands, rather complement and supplement the existing portfolio of products in the respective countries,” Godrej explained. He added that the company is also mulling roping in local celebrities for brand endorsement campaigns. He, however, refused to give the revenue targets from the different regions and said that they are still being studied by the company and it would be “too early to comment”.

GCPL has acquired around eight consumer product companies in Argentina, Indonesia, and Africa over the last three years, of which five were acquired in the last five months.