Foraying Overseas

Godrej Consumer Products Ltd. (GCPL) is the flagship company of the Godrej group. It is one of India’s leading fast moving consumer goods (FMCG) companies. Its major brands include Goodknight, Cinthol, Godrej No. 1, Expert, Nupur, Hit, Jet, Fairglow, Ezee, Protekt and Snuggy. Diversified product line Traditionally, the toilet soap segment has been the highest revenue generator for GCPL, but over the past one year there has been a shift towards the insecticide and hair colour segment. Presently, GCPL derives around 12 per cent of its revenue from the hair colour segment, around 32 per cent comes from the personal wash (soaps) segment, while the home care (household insecticide) segment generates 43 per cent. Its manufacturing facilities are located at Malanpur (Madhya Pradesh), Thana (Himachal Pradesh), Katha (Himachal Pradesh), Guwahati and Sikkim. Strengths Market leader. With various innovations — dual dispenser, low-smoke coils, jumbo coil — and its first-mover advantage, GCPL has emerged as the market leader in different categories of household insecticides. This is despite its 3-5 per cent premium pricing compared to its peers. The company became a market leader in vaporisers primarily on account of its innovative dual dispensers. It gained market share mainly at the expense of All Out, which dominated the market three years ago. GHPL drives growth. Recently Godrej Household Products Ltd. (GHPL) (formerly known as Godrej Sara Lee, a joint venture between Godrej and Sara Lee) merged with GCPL and became its 100 per cent subsidiary. GHPL primarily markets insecticides, including mosquito repellent Good Knight, Hit, Ambi Pur and shoe polish Kiwi in India. However, Sara Lee recently termi