From soaps to ACs, brands promise assurance, safety in age of anxiety

Among the protector product segments, hand sanitiser, sun protection and sanitary products have grown at 59.2 per cent, 37.4 per cent and 15.9 per cent respectively, in terms of volume

T E Narasimhan Chennai
Godrej sanitiser ad

A still from the Godrej Protekt ad

Anxious consumers want their fears allayed, or so believe advertisers and the brands they speak for. From Savlon, Godrej Protekt, Blue Star, Lifebuoy, Aquaguard and a long list of health and fitness gear and supplements brands, the positioning lines are being drawn clearly and sharply around the core value of consumer protection—be it the promise of the product or that of the brand in its engagement with stakeholders. While experts see this as a sign of the times, market research company Kantar IMRB predicts that the still undefined, but growing category of ‘protector brands’ will be a money spinner in 2019.
In a recent survey that looked at consumer behaviour in the year of elections (Seeking stability: Predictions for 2019, Kantar IMRB), protector products are loosely grouped as  consumer goods that protect the customer from various health hazards and prevent illness by keeping hygiene and immunity at high levels. Such products have be

Also Read

Unilever posts strong sales growth in Q3, thanks to Indian market

Consumer demand, GST to help FMCG firms; valuations to remain high: Experts

FMCG stocks trip on high valuations; analysts see further correction

Deal with GSK Consumer Healthcare earnings accretive for Hindustan Unilever

Nifty FMCG index hits six-week low; ITC, Godrej Consumer down 2%

Jindal Stainless' first dedicated facility for Railways in Chennai

SC refuses Sterlite plant's reopening, asks Vedanta to move Madras HC

Reliance Group stocks surge 10% on pact preventing share sale

NBCC India leads race for Jaypee Infratech with Rs 1,000-crore offer

Paradip, Dhamra ports diversify cargo to counter Subarnarekha port

First Published: Feb 18 2019 | 8:57 PM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on are available only to BS Premium subscribers. Already a BS Premium subscriber?LOGIN NOW

Register to