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Sanitiser demand ebbing; soaps, handwash will keep growing: Godrej Consumer Products

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“Hygiene habits in this country have taken up a disruptive jump. Hence both personal wash segment as well as handwash segment will keep on growing very strongly,” Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products said in an interview with CNBC-TV18.

The management of Godrej Consumer sounded very optimistic at their analyst meet over the weekend where they spoke about some disruptive innovation in core India categories in the next one year. Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products spoke about these disruptions and their likely effect on the bottomline.
“Hygiene habits in this country have taken up a disruptive jump. Hence both personal wash segment as well as handwash segment will keep on growing very strongly,” he said in an interview with CNBC-TV18.
“The biggest hygiene in India is still soaps because the majority of Indians still cannot afford handwashes. When we talk of hygiene, we should keep in mind that the real hygiene segment of this country is both personal wash that is soaps and handwashes. These two are pretty large segments,” he said.
“Sanitiser market was a non-existent market. It has gone up by almost 100 times. “This market is not going to stay, this is an expensive category, it is premium, everybody cannot afford it and secondly it is very SOS panic-driven category. So it is coming down very sharply. I think sanitizer category would stabilise at a very lower level than what we have seen in the past three months,” he said.
“When we talk about disruptive innovation when I was referring to in the analyst call, it was a broad-based talk. Household insecticides category is where we look for disruptive innovation. We are talking of innovation coming over the next three-four quarters towards the lower end of the market where we would like to enhance the share of recruitment,” he said.
For entire conversation, watch video

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