H K Press, President, Godrej Soaps Ltd, told newspersons that the new product contains Total Fatty Matter (TFM) of about 76 per cent.

Competitively priced at Rs 6.50 for a 75 gram pack, Press said Godrej No. 1 Sandal would give better value for money to customers as rival soaps in similar category like Rexona and Santoor contain TFM of about 53 per cent and 60 per cent, respectively. Santoor and Rexona are available for Rs 10.50 and Rs 10, respectively, with a net weight of 100 grams, he admitted.

Press said the company took a conscious decision to avoid frills like big budget advertising and glossy wrappers for its beauty soap launched last year. He attributed the aggressive pricing of its two new products on account of savings onthese fronts. Press, however, added that the company would be running commercials for the two products as the one launched last year had achieved a "critical mass" in sales volumes.

On the company's decision to launch the product in the city, Press said that this was due to the state's share of 40 per cent in all-India sales of popular sandal soaps in the country.

On the company's decision to enter the sub-popular segment of the soap market, he said this segment was posting a 10 per cent annual growth against a one per cent annual growth in the whole toilet soap market in the country. The sub-popular segment (Rs 6.50 to Rs 7.50) also accounted for 23 per cent of the total volume of the toilet soap market in the country, he added.