P & G Sells Off Three Detergent Brands To Cussons India

Procter & Gamble has sold off its three detergent brands to Cussons India, which markets the Imperial Leather range of toiletry products.

In an announcement yesterday, P&G said the sale was a part of the restructuring of its business portfolio. The brands, Ezee, Trilo and Key, were part of Godrej Soaps. P&G bought them for Rs 40 crore when it formed a strategic alliance with Godrej in 1993.

P&G, last year, put the brands on sale saying they did not fit in its product portfolio. In a statement yesterday, Cussons India said it had acquired the brands from P&G Home Products, P&G USA's 100 per cent local subsidiary.

 

"The three detergent brands have a strong presence in their respective market niches, and are expected to substantially strengthen Cussons India's presence in the premium toilet soap and talc market," said John Thornber, managing director, Cussons India .

The three brands had a significant market presence before P&G took them over. Ezee is a liquid detergent for use in expensive fabrics, Trilo is a laundry detergent bar while Key is a powder detergent.

The market share of the three brands is now reduced to negligible levels.P&G, which went all out to hawk Ariel, failed to pay much attention to the brands. The sale will help P&G realise funds leaving it free to focus on Ariel, which it has been striving hard to sell in the face of fierce competition from Hindustan Lever.

Lever and Nirma now control more than 60 per cent of the detergents market.