InvestorQ : Is it true that Godrej is looking to expand its FMCG product offerings in India?
Aditi Sharma made post

Is it true that Godrej is looking to expand its FMCG product offerings in India?

Mahima Roy answered.
1 year ago

While Godrej Consumer has both the pedigree and the focus on quality over the years, it still visualizes a huge opportunity in leveraging the brand name to be a lot more aggressive in the FMCG space. In that regard, Godrej Consumer Products has expanded its portfolio of laundry detergent with the launch of Godrej Ezee 2-in-1 liquid detergent and fabric conditioner. That is the space that Godrej Consumer was not present in.

This will mark GCPL’s eventual entry into the regular liquid detergent category since its current brand positioning has essentially been as a detergent for woollens only. This launch of Ezee 2-in-1 will sort of de-seasonalize the Ezee brand and help them venture into the regular clothes detergent category. The new Ezee 2-in1 will be a unique offering in that it is a first-of-its kind product that combines the best of both worlds.

GCPL is already a household name in India and has a strong brand recall selling such marquee brands like Good Knight, Godrej No. 1, Cinthol etc. The Indian detergent market is estimated at Rs.215 crore and now Godrej will compete with HUL, P&G, Henko and Jyothi Labs in this particular space. The Ezee brand was launched 37 years back but all these years it purely remained a washing solution for woollens and winter wear only.

According to officials at Godrej, the Ezee 2-in-1 will also address the issue of fragrance in detergents. Normally, consumers have to buy detergent and fabric conditioners separately leading to them spending more. Now, Godrej Ezee 2-in-1 will offer the benefit of detergent and conditioner under a single product. To that extent, Godrej also expects that this move would be cost effective for the cost conscious Indian consumer.