Godrej to convert 'Ezee' into a premium clothes washing brand

Godrej Consumer Products Limited (GCPL) is aiming to transform its winter wears wash brand 'Ezee' into a premium clothes washing brand.
Ezee, which is a market leader in the liquid wash segment with a 75 per cent market share, is expanding it into a product which can be used round the year.
"We are looking for a category growth. Now we are focusing to convert Ezee from a product used specially for winter wears during a season to a round the year product," said GCPL COO Sunil Kataria to PTI.
According to him, the company would try to expand its footholds in the Western and Southern region, where it has less presence due to lack of winters.

"Now we are projecting it as a liquid wash brand which can be used to wash the premium clothes of silk, chiffons and with delicate fabrics," he added.
GCPL would soon run a campaign highlighting Ezee's benefits over traditional washing powder and detergent bar.

"We would highlight the fact Ezee does not have any soda and it is much safer than the traditional method of washing," said Kataria on the sidelines of a function where Ezee was distributing woolen clothes to the poor children of the city.
Ezee, as part of its corporate social responsibility has collected around 21,000 winter wears from various residential societies, schools and through donation boxes put at Dunkin Donuts and Godrej group's retail venture Godrej Nature's Basket.

The woolen clothes are distributed through an NGO which would distribute it to underprivileged children of the NCR so that they combat the winter and attend their schools.
According to Kataria, by the next year, the company would try to expand it to more cities in the Northern region, which are more cold during the winters.