How GODREJ disrupted liquid handwash market⁉️
Do you remember 6 years before what was the cost of a liquid handwash bottle?
It was pretty expensive (I guess above ₹170 rupees)
It was out of reach with small income households.
Back then there was no concept of refill pouches. Even today, most of the refill pouches come around ₹50 rupees. (small sizes)
And in 2018 a Brand mostly known in public perception associated with Almirah GODREJ launched a liquid handwash called Protekt.
They had a very unique bottle designed to deferentiate on the self attention.
And they also started selling refill pouches.
THEN CAME A MARKET DISRUPTIVE PRODUCT!
Godrej launched their first-ever handwash powder called Mr. Magic in 2018.
It is India’s first powder-to-liquid handwash.
The product was launched under the Godrej Protekt range of hand hygiene products.
Protekt Mr. Magic is priced at ₹15 for refill. The combi pack is priced at ₹35 which is less than half the price of current liquid handwash bottle packs.
It has totally disrupted the monopoly of big brands exploiting the consumers for almost a decade.
Thanks to Godrej’s product pricing middle and lower income house holds started using liquid handwash.
Even the tiniest Dettol or Lifebuoy soap costs you ₹10
Godrej democratised the liquid handwash hygiene for the vast population of our nation.
Now, if go to smallest tea of snack stall you can find a liquid handwash ready for you to use and the credit goes to Godrej.
THE INGREDIENTS
The ingredients of Godrej Protekt Mr. Magic Powder-to-Liquid Handwash are:
Sodium Lauryl Sulphate, Guar Gum, Methyl Paraben, Disodium EDTA, Aloe Vera extract, Disodium Lauryl Sulfosuccinate, Fragrance, Cellulose Gum, Silicon Dioxide, Neem extract, CI 42090 and CI 19140
- information obtained by Microsoft Bing AI search engine called Copilot Search
I clicked too many photographs so compiled them into a GIF to show the readers an all round view. This is the outer packaging of the sachet.
Godrej Protekt Mr. Magic Powder- to-Liquid Handwash has the power of neem that makes it tough on germs while soothing aloe vera makes it gentle on the skin.
So, you protect your family’s hands without drying them out.
It is also very easy to make.
The separate sales volume of Godrej Magic Handwash powder is not available currently.
There is consolidated information of Godrej Consumer Products Ltd (GCPL) reported a 4.75% rise in its consolidated net profit to ₹ 413.66 crore for the first quarter ended June 2021.
The net sales of Godrej Consumer Products amounted to nearly 70 billion Indian rupees at the end of the financial year 2022.
Sudhir Sitapati is the Managing Director and CEO of Godrej Consumer Products Limited.
He joined GCPL in October 2021.
DO YOU KNOW
Godrej Consumer Products Limited (GCPL) has several popular brands under its umbrella such as Cinthol, Good Knight, Godrej Expert, Godrej No.1, Hit, Protekt and many more.
I am more appreciative of Godrej Protekt which is a range of personal hygiene products that includes hand sanitizers, hand washes, soaps and surface disinfectants.
And in my personal opinion Mr. Magic Powder- to-Liquid Handwash is on the top of the list.
It’s the best example of innovation, quality, value for money and a supreme sense of care for the people.
“UX is not a digital product thing only… It’s the holistic approach towards the concerns, needs of the end user and the value you deliver to them.”
The Godrej Mr. Magic powder to liquid handwash has shown the way… now many brands had no choice but to launch powder to liquid handwash products.
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