Godrej forays into deodorants

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: The Rs 470-crore Godrej Consumer Products Ltd (GCPL) has forayed into the deodorants category with the launch of ‘Cinthol International Perfumed Deodorant’. Targeted at the modern Indian women, the new product is available in a metallic silver finish aerosol 75 ml pack at Rs 75. In addition, the company has also relaunched its Cinthol talcum powder under the Cinthol international deo umbrella and a new variant of Cinthol soap called new Cinthol Skin Fresh, a toilet soap with orange extracts.

According to the Mr Adi Godrej, chairman, Godrej Group: “The objective is to change the product portfolio by changing the direction altogether. The launch of a Cinthol deodorant will give more of a feminine image vis-a-vis the past, whereby Cinthol was projected as a masculine image.”

This comes by way of conducting a market research which revealed that there is a strong shift in the psyche of the Indian women consumers, who desire to use brands, which keep up with their aspirations. “We believe that the new Cinthol persona captures these aspirations. Cinthol is the company’s flagship brand,” added Mr Godrej.

As regards the marketing strategies, Mr Godrej said that the product launch is consistent with the new positioning strategy of Cinthol that personifies the new young Indian women.