Godrej eyeing 10 percent share in hand wash and hand sanitizers segment

India: Emerging markets FMCG leader Godrej Consumer Products Ltd is aiming a 10 percent market share in the hand wash and hand sanitizers segment in coming years with its “Protekt Range” which was introduced in May 2014. The Brand includes three hand wash products, one hand sanitizer and one mosquito repellent.

Presently, the combined market share of hand wash and hand sanitizer segment is around INR500 crores which is expected to grow at a rate of 15 percent every year. With segment showing potential, the company is planning to create a buzz in the market by adding new products so as to increase its share in the segment.

Furthermore, the Company has plans to extend its Protekt brand into health and wellness market.

According to Techsci Research: Positive attitude by the government towards health sector and ongoing campaigns such as Swachh Bharat are contributing to this category and can help companies to create a big brand in this segment.

Godrej group should differentiate itself from other firms by mainly concentrating on ‘pleasurable protection’ through new designs and packaging and attractive fragrance and formulations.

As Godrej group is new in protection segment so they should focus on its overall brand products not only into hand wash or hand sanitizers, as their penetration rate is small in this market and the company still needs to achieve a lot.