Godrej eyes leadership position in air freshener segment

Godrej Consumer Products Ltd (GCPL) is targeting leadership position in the estimated Rs 500-crore air freshener segment in the next three years and plans to expand its portfolio of Aer fresheners.
"We are now extending our range of Aer fresheners to the next phase after car and home to bathroom fragrances. The aim is to have a leadership position in all the three categories in the next three years," GCPL business head India and SAARC Sunil Kataria told PTI.
The fresheners segment has players like Dabur, which sells its products under Odonil range besides others such as P&G's Ambipur and RB's Airwick.

According to Kataria, the overall segment is estimated to be around Rs 500 crore at present with home fresheners around Rs 150 crore, car fresheners at Rs 250 crore and the rest with bathroom fresheners.
Commenting on the bathroom freshener segment, where GCPL has entered recently, he said: "This segment has not seen many innovations in last 30-40 years. Aer will expand the category as no one has invested earlier and the consumer adoption is not so good.
"I would like Aer bathroom freshener to reach a turnover of Rs 50 crore in next three."
The company had recently launched Aer Slim Bathroom priced at Rs 49 per pack of 10 gm in the Indian market. Besides the domestic market, GCPL also plans to introduce the product in Sri Lanka and Bangladesh.

On future product launches, Kataria without sharing details said the company has a strong pipeline and over the next one year, there could be four to five launches.