With increased demand for hygiene products amid the pandemic, Godrej Consumer Products (GCPL) has expanded its hand wash brand Protekt to cover 14 products across personal, home and kitchen segments. India and SAARC CEO Sunil Kataria said the aim is to grow the brand 7-8 times to Rs 500 crore in three years.
Godrej’s wider hygiene products portfolio, which includes sanitisers, masks, disinfectant sprays and dishwash gels, was created over a 90-day period sensing an opportunity as Covid-19 changed consumer behaviour. According to Kataria, the pandemic increased hygiene awareness, which led to 16% customers purchasing hand washes for the first time. “Though the consumption will fall after a vaccine is developed, almost 90% customers are expected to continue using hygiene products. Covid-19 has created a fear that such a situation can occur again,” Kataria said.
To increase awareness, GCPL has also tied up with the Mumbai division of central railway, in which Godrej will distribute sanitiser sachets to about 2 lakh passengers that travel in Mumbai’s local trains and long-distance trains, that are travelling currently. Other Godrej Protekt products like air and surface disinfectant sprays will be used at booking counters and the company will provide hand soaps to railway employees.
The company also sees growth opportunities in its home insecticides portfolio as people become more aware about prevention of diseases.