Godrej increases focus on detergents

09 September 1999

Godrej India''s recent acquisition of three detergent brands -  Ezee liquid detergent, Trilo and Key -  from Cussons India,  indicates its commitment to focus on detergents market with a view to becoming  a serious player in this business.

Adi Godrej, chairman of Godrej Industries, says that this acquisition reaffirms company''s commitment  to fast moving consumer goods (FMCG) business. Ezee as a brand he feels, will add tremendously to the topline growth of the company. It also   intends to retain the leadership position in detergents market by offering customers better and high quality products. In the near future, he says, Ezee will be relaunched with added consumer benefits.

Ezee, which at present, is one of the largest selling liquid detergent brands in India with a sales of over Rs 18 crore, was initially launched by Godrej Soaps in 1983. It was later transferred to Procter & Gamble India in 1993 as a part of the joint venture pact between the two companies. Cussons India acquired the brand from P&G in 1998, and has now sold it back to Godrej Soaps.

Godrej has its own liquid detergent brand Dip which has a market share of 15 per cent in the liquid detergents market. With Ezee now in its portfolio, Godrej''s share will rise to over   75 per cent of the Rs. 35-crore liquid detergent market in India.

In addition to these brands, Godrej has acquired rights to manufacture, sell and distribute Imperial Leather soap & talc, a brand owned by Cussons UK. The Indian subsidiary of the UK-based company has retained its marketing rights over the brand.

Godrej will provide its manufacturing and distribution capabilities to Cussons for Imperial Leather which will help Godrej utilise its existing capacities better and help strengthen the distribution of Imperial Leather.