Godrej’s brands emerge winners in Consumer Voice survey

Anuradha Roy Chowdhury
29 January 2003

The survey was initiated by the Voluntary Organisation in Interest of Consumer Education (Voice) and was carried out at the Shriram Institute for Industrial Research, Delhi, an independent and National Accreditation Board of Laboratories-accredited lab. The tests made use of IS2883:83, IS2888, IS286 and IS13498 as the benchmarks for the testing procedures and had certain prerequisites.

The study comprised 12 brands, which included Cinthol, Godrej All Care, Margo, Lux, Palmolive Extra Care, Liril, Nima Sandal, Breeze Lime, Dettol, Nirma Beauty Soap, Chandrika and Medimix.

The brands were tested on the basis of various parameters, which included:

• TFM content of a soap
• The weight in comparison to that mentioned
• Lather
• Brand image of the soap
• Insoluble matter in alcohol test
• Sensory test

Godrej All Care and Godrej Cinthol ranked first and third, respectively, and was rated in the Grade-I toilet soap category. Also, the actual TFM content of both the soap brands was much more than that was declared on the packaging.

As far as insoluble matter is concerned, Cinthol and Godrej All Care did well by restricting their insoluble matter to less than 1 per cent by weight as compared to the others in the survey.

Godrej All Care, with an overall score of 88.08 stands first. It has the highest TFM quantity of 82.5 per cent and thus is clearly the leader among soaps. It also has the least moisture and volatile matter, which is a positive thing. It generates 240 ml of lather and stands ninth insofar as lather generation is concerned. The study claimed Godrej All Care as an intelligent buy.