NE BUSINESS BUREAU
CHENNAI, AUG 22
Godrej Consumer Products Ltd (GCPL), makes a strategic move with the relaunch of Genteel liquid detergent brand in Tamil Nadu, aiming to capture a significant share of the booming liquid detergent market within the state. Genteel has been re-introduced by the company with an enhanced formulation and product design to keep up with the evolving needs of consumers. Genteel undertook this move to deliver superior performance and an enhanced sensorial experience. The re-launch is supported by a major TVC campaign made exclusively for the state of Tamil Nadu.
- Company targets aggressive growth in the liquid detergent category
- The TVC highlights Genteel’s ability to remove stains delicately, without being harsh on clothes and make them shine like brand new
- With a notable growth rate of 58% within Tamil Nadu and 60% across the broader South region, the expanding liquid detergent market epitomizes the prevailing trend seen nationwide.
In the midst of a significant upheaval within the detergent category, the Indian liquid detergent market has undergone a remarkable surge in recent years. Presently, the market size for liquid detergents in Tamil Nadu stands at a substantial Rs 380 crore, contributing to the overall South Indian category valuation of Rs 900 crore. With a notable growth rate of 58% within Tamil Nadu and 60% across the broader South region, the expanding liquid detergent market epitomizes the prevailing trend seen nationwide.
Genteel is emerging as a key catalyst in propelling the expansion of the liquid detergent segment within the state. Employing a forward-thinking and customer-focused approach, Genteel has effectively met the ever-changing demands of Tamil Nadu’s consumers. Notably, the brand’s impactful marketing initiatives have played a pivotal role in fostering a robust brand identity and fostering deep-rooted relationships with customers in both urban and rural regions of Tamil Nadu.
Capitalizing on this impressive track record, GCPL now sets its sights on an aggressive growth for the Genteel brand in Tamil Nadu. Through a cohesive and comprehensive strategy, GCPL aims to further strengthen Genteel’s market presence and consolidate its position as a leading player in the liquid detergent market in the state.
Commenting on the re-launch of Genteel in Tamil Nadu, Shekhar Saurabh, Category Head, Home Care, Godrej Consumer Products Limited (GCPL), “We are thrilled to re-introduce Genteel with a reformulated product & with a refreshed packaging. Our focus was on creating a quality product in line with our current consumer needs. The enhanced formula of Genteel delivers on absolute cleansing making clothes shine like new.
He further added, “We are excited to see how Genteel’s reformulation and fresh TVC campaign resonates with consumers.”
Genteel recently also unveiled its first television campaign curated for Tamil Nadu market. The TVC highlights Genteel’s ability to remove stains delicately, without being harsh on clothes and make them shine like brand new. Its unique formulation preserves the lustre, strength, and color of garments, thereby extending their lifespan and restoring their shine to a like-new condition. Additionally, Genteel incorporates a remarkable 3-week fragrance lock feature ensuring clothes maintain a fresh and rejuvenated scent for up to 21 days after washing.
