Tom Branna, Editorial Director02.14.21
The pandemic created a surge in sales for household cleaners and disinfectants throughout India, but as COVID-19 cases dipped, consumers are reducing their purchases of cleaning supplies and focusing on personal care and discretionary products, according to Mint. For example, Dabur India Ltd. said the sanitizer category has become “commoditized" over the last few months and the momentum is lost.
Similarly, Marico Ltd. said launches in the hygiene segment, including sanitizer, vegetable cleaner, and hard surface cleaners and disinfectants, contributed to 1% of revenue until the third quarter of the current financial year. However, going forward, the company said it has "consciously withdrawn investments and defocused from this segment."
In contrast, Godrej Consumer Products Ltd., launched more than 10 products in the hygiene and home cleaning segment, and company executives insist that the hygiene trend will continue.
“We just had the world's largest master class immunity and hygiene, and we will see that play across a number of categories," Nisaba Godrej, chairperson and managing director, GCPL, said during the company’s quarterly earnings call.
Similarly, Marico Ltd. said launches in the hygiene segment, including sanitizer, vegetable cleaner, and hard surface cleaners and disinfectants, contributed to 1% of revenue until the third quarter of the current financial year. However, going forward, the company said it has "consciously withdrawn investments and defocused from this segment."
In contrast, Godrej Consumer Products Ltd., launched more than 10 products in the hygiene and home cleaning segment, and company executives insist that the hygiene trend will continue.
“We just had the world's largest master class immunity and hygiene, and we will see that play across a number of categories," Nisaba Godrej, chairperson and managing director, GCPL, said during the company’s quarterly earnings call.