Godrej to unveil soap brands in US toiletries market

Namrata Singh

Mumbai, July 15: It is only a matter of time before the competitive American retail market witnesses the entry of a truly Indian soap brand — “Godrej”.

The recently demerged soap and toiletry maker, Godrej Consumer Products Ltd (GCPL), is seriously studying the possibility of foraying the US market as well as southern American countries such as Brazil and Puerto Rico.

GCPL Executive Director & President Hoshedar K Press told The Financial Express, “There is a good opportunity for our brands in the southern American markets where the concentration of the Hispanic society is greater. We feel that our brands, like Fair Glow, will gain acceptance here.” Fair Glow, a fairness soap, has gained a market share of 1.2 per cent in the Indian toilet soap market since its launch over a year back. GCPL, said Mr Press, has kicked off a study to ascertain the entry opportunities in the US, starting with the institutional segment. Since it is difficult to make a direct entry onto the American retail shelves, the company will adopt the institutional route to begin with.

“We are looking out for agents to supply our products to hotels in America, as it is not very easy to move straight to the retail shelves,” Mr Press added. GCPL, the third largest soap maker in India, hopes to start exporting its brands of soaps to the US in a year’s time. The Godrej brands are expected to hop on to the retail shelves in the next two years.

The company has enhanced the coverage of its export markets to Egypt, Greece and Myanmar. It has a wholly owned subsidiary called Godrej Global Mid East FZE to cater to the market in the Middle East, where the company has resorted to aggressive television and print advertisements to gain market share.

Godrej Global Mid East FZE deals in soaps, deodorants and hair dyes under the Godrej brands. The other soap brands from the Godrej stable include Cinthol, Ganga, Godrej No.1 and Allcare.

GCPL also manufactures and markets men’s range of toiletries such as Godrej shaving cream, and hair colours like Godrej Hair Dye and Godrej Color Soft.