Godrej Takes Hand-Sanitizer Brand To SARS-hit Nations

Mumbai, May 26: | Updated: May 27 2003, 05:30am hrs
The Godrej group has diverted its stock of Cinthol Hand-Sanitizer (available in the Middle-East) to Far-East countries to cash in on the SARS (Severe Acute Respiratory Syndrome) scare, which has created an opportunity of sorts for consumer products companies.

The product, which is said to be a first of its kind, has garnered volumes in the region owing to the SARS scare that has led to an enhanced hygiene consciousness among consumers, a group official said. Cinthol Hand-Sanitizer is marketed by Godrej Global Mid East FZE, a wholly-owned subsidiary of Godrej International.

The group has started exporting the stock of the hand sanitizer to the Far East since March this year. The group is also planning to launch the sanitizer in India. Industry observers pointed out that consumers in these countries would be psychologically driven to keep their cleanliness and hygiene levels high, which would mean a better-than-expected offtake of products such as hand washes and soaps.

Cinthol Hand-Sanitizer, manufactured in the Middle-East, is marketed as an anti-bacterial moisturising product requiring no water or towel, and it kills 99 per cent harmful germs instantly. This is the first time that a branded hand sanitizer is being marketed by a consumer products company for the mass market, as such products are occasionally used by surgeons during an operation.

As for the Godrej group, the new opening in Far Eastern countries also serves to establish the equity of its flagship brand Cinthol which may later assist in introducing more products from the Cinthol portfolio in these countries.