Godrej Sara Lee Rejigs Insecticide Brands

Godrej Sara Lee is undertaking a brand rationalisation strategy in the household insecticide market.

The company will be focussing on Good Knight and Hit as its national power brands and is de-emphasising on other brands like Jet, Banish and Hexit. All the three brands Jet, Banish and Hexit that are to be de-focussed on were acquisitions of the company.

The Chicago-based Sara Lee is also planning to launch Ambi Pur, its international brand of air fresheners through Godrej Sara Lee.

According to Godrej group sources, Banish and Hexit will die a slow death. The company is not supporting the brands in terms of advertising and promotional activities. But Jet will remain a regional brand. It has a strong presence in Andhra Pradesh and Madhya Pradesh, they said.

 

With the launch of Ambi Pur, Godrej Sara Lee will be expanding its business portfolio. The company has undertaken research on the market potential and the response has been encouraging, officials said. It is learnt that Sara Lee would charge a certain percentage as royalty to Godrej Sara Lee for marketing and selling the brand in India.

The company had withdrawn the Mosfree brand of lotion from the market and relaunched the product under the Good Knight brand. Godrej Sara Lee has a market share of about 40 per cent in the Rs 500 crore domestic household insecticide market. Good Knight, with an annual turnover of Rs 250 crore is the largest brand in the Godrej Sara Lee portfolio. It is present in coils, mats, liquidators and lotion categories.

The global brands of Sara Lee include Redsect, Vape and Vapona.