Godrej sees no threat from firms tapping 'naturals' market

FMCG major Godrej Consumer Products Ltd today said it has launched a new soap under the brand 'Godrej No 1' based on natural ingredients, even as the company stressed that there is no reason to get perturbed by other players like Patanjali entering the segment.
"We have launched a new soap under our brand of Godrej No 1, which first of all is the third largest soap brand by volume in the country. In terms of revenue, it is a Rs 1,000 crore plus brand, which it has become in 20 years only," GCPL Business Head India and SAARC, Sunil Kataria, told reporters here today.

Kataria said that Godrej No 1 is a brand which is built on natural products.
"All eight variants of No 1 which exist in market are based on natural ingredients including sandal and turmeric, which is our largest variant," he informed.
Replying to a question about Patanjali's aggressive marketing campaign for its products including soaps, Kataria said, "For us, I don't see any reason to get perturbed by what is happening."
To another related question, he said, "One thing I want to tell you is what Patanjali as a phenomenon is going to do to the brands which are already on natural, it will benefit the brands which are already on natural."

Adding further, he said, "for Godrej brands, there is no impact, if you see the data (on Patanjali's entry)".

He also said, "India has always been a country of naturals (demand for such products has always been there). Our products under No 1 brand are based on these ingredients."
We have been tapping this trend for naturals for long. Now, here comes another brand which is now taking that trend also further aggressively across, which we have been doing till now. So, we see more the merrier. What will happen is that natural brands trend will become even more bigger. We were already trying to make it bigger.

Then, I think all the brands, which are strongly based on naturals, will benefit," he said.
"The Godrej No 1 germ protection soap which was launched here is infused with the benefits of two powerful natural ingredients -- neem, a natural germ fighter and coconut milk, a skin moisturizer and good for skin," he said.
The company has roped in BJP MP from Chandigarh and Bollywood actress Kirron Kher and another actress Revathi for their advertisement campaign for the newly launched soap.
To another question, he said India domestic business of GCPL last year was roughly around Rs 5,000 crore.

He also informed that as far as household inseticides is concerned, "We are market leaders in insecticide business. Size of this market is around Rs 4,500 crore."
About the company's 'Good Knight' brand, he said its sale was around Rs 1,800 crore.
"There is a plan to take Good Knight to African markets," he said.