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Godrej Soaps re-enters market for blue detergent bars with Trilo

Latha Venkatraman

MUMBAI, Jan. 18

GODREJ Soaps Ltd has re-entered the blue detergent bar segment of the market with the launch of its New Godrej Trilo.

Trilo, which was originally launched by Godrej in 1977, has been introduced in the Karnataka and Maharashtra markets this month and will be launched in Andhra Pradesh in February.

According to company officials, the product is targeted at the sub-popular segment which constitutes 80 per cent of the detergent bar market. Therefore, it has been priced at Rs. 6 for a 250 gram bar.

``The launch of Trilo will not only contribute to our company's turnover, but it will also provide us with a vehicle for the rural market,'' said Mr. Hoshedar K. Press, President, Consumer Products Division, Godrej Soaps Ltd.

According to him, Trilo's strength is that it is an old brand and was popular in Uttar Pradesh, Maharashtra and Andhra Pradesh.

``As the detergent bar market is price sensitive, we had to enter the market with the right kind of price,'' said Mr. Abhik Gupta, Marketing Manager, Godrej Soaps Ltd.

In the Rs. 5,000-crore detergent market, the bar segment is fragmented among the major players as well as the local unorganised sector. ``Our entry into this category is very significant for our company,'' said Mr. Gupta.

The company had earlier relaunched its liquid detergent product `Ezee' and introduced its new product, a fairness soap _ Fairglow.

Godrej Soaps, which has come into the black with its third quarter results, is expected to continue with its product innovation and relaunches of its earlier existing brands.

The company has set itself a target to grow its turnover by 30 to 40 per cent. ``To achieve this, the company will launch meaningful products, leverage our current brands, strengthen our distribution system and cost reduction measures,'' said Mr. Press.

He ruled out possibilities of offering voluntary retirement scheme to the employees, but agreed that the company would rationalise its employee strength.

Mr. Press also said that Godrej Soaps is in the process of reducing its huge debt burden and has no capital expenditure for the next five years.

The company will concentrate on strengthening its distribution system so as to establish a strong presence in the rural market.

``We have already set up a pilot project in the Southern states wherein we have commenced sales of our products through vans in the rural areas. We are also looking at strengthening our sub-stockist network to increase our reach into the villages,'' Mr. Press told Business Line.

The company's ad spend has increased considerably, but the officials declined to give any figures. During the current fiscal, Godrej Soaps launched two variants of Godrej No 1 _ Sandal and Natural; hair colouring agent Colour Soft, Kali Mehendi, Ezee, Tr ilo, Fairglow and Ultra Protection Saving Cream. The company also launched a new advertisement campaign for its toilet soap Ganga.

According to company officials, the relaunch of Ezee has helped Godrej Soaps capture over 80 per cent of the liquid detergent market.

Godrej Soaps is now working on a combined strategy for Ezee and Dip, both of which fall in the same category, Mr. Press said.

``Fairglow has been a very unique launch for us. Its reception has been very good from the trade. Fairglow is the first technical improvement in the soaps category in many years,'' Mr. Press said.