Business as unusual

How Godrej Consumer Products countered the slowdown in rural India

Soumik Kar

Look outside India In 2010, Godrej Consumer Products unveiled its 3x3 strategy, in which it focuses on three categories — home care, personal care and hair colour — in three markets — Asia, Africa and Latin America. With half its revenues coming from outside India, the company has a more balanced portfolio across categories and geographies.

Don’t stop innovating “We believe there is still tremendous headroom for growth in the Indian FMCG sector, given the relatively low penetration and consumption rates in many of the categories in which we participate,” says Vivek Gambhir, managing director, GCPL. Therefore, it is important to balance dealing with the near-term vagaries with investing for the long-term. Over the past 18 months, GCPL has launched seven new products in India. These include air fresheners under the Godrej Aer brand; Godrej Expert Rich Crème, crème hair colour in a sachet priced at a market-disruptive ₹30; Hit anti-roach gel; and shower gels as part of the new Cinthol range. Last year, the market leader in household insecticides also introduced the Good Knight Fast Card, a paper-based mosquito repellent priced at ₹1 that claims to keep mosquitoes away for four hours. “Our idea was to launch a p


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