NEW DELHI: The Covid2019 pandemic has given an unprecedented boost to demand for home cleaning products. Due to concerns about the novel Coronavirus, consumers are increasingly opting for products that will enable them to keep their homes clean and germ-free. In fact, AC Nielsen pegged the market size of home cleaning products (branded floor, toilet and bathroom cleaners segment) at Rs 2,600 crore. In order to capitalise on this growing category, Godrej Consumer Products Ltd (GCPL) has entered the home cleaning products segment by launching Godrej ProClean, a brand that provides surface cleaning and disinfecting solutions.
The brand offers three products — ProClean Toilet Cleaner, ProClean Bathroom Cleaner and ProClean Floor Cleaner. ProClean aims to cater to the rising demand for home hygiene products, especially in the current context where there is emphasis on items that offer protection against germs. The brand’s USP is its ‘best quality at best price’ offering.
GCPL CEO India and SAARC Sunil Kataria said, “Indian consumers are becoming more hygiene conscious. Demand for cleaning products continues to grow due to consumer alertness concerning the importance of hygiene and the spread of infectious diseases. Our main objective to launch Godrej ProClean is to create a home cleaning brand that evokes trust, ensuring best quality at the best price.”
He added, “ProClean is a one-stop home cleaning, hygienic solution for everyday use. It offers 99.99 per cent germ kill while ensuring value for money pricing in branded segments through its consumer offers. At GCPL, we are committed to creating delight for our consumers by prioritising hygiene, safety and germ protection, and our new launch is another step towards reinforcing this commitment.”
Godrej ProClean Floor Cleaner is available in two fragrance options of lavender and citrus. Godrej ProClean Toilet cleaner is available at Rs 86 for 500 ml and Rs 168 for one litre. Godrej ProClean Bathroom cleaner is available for Rs 91 for 500 ml and Rs 172 for one litre and Godrej Proclean Floor cleaner is priced at Rs 93 for 500 ml and Rs 179 per litre. The toilet and bathroom cleaner come with the proposition of removal of toughest stains and floor cleaner comes with the promise of long-lasting fragrance (available in two variants).
The entire range is available to consumers at aggressive consumer offers of ‘Buy 2 Get 1 free’ on all 500 ml packs and 500 ml free with all 1 litre packs. Godrej ProClean is available across general and modern trade as well as on e-commerce platforms.
