Hygiene & health...

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aren’t just enough for the giant’s well-being!

“Have you ever heard of ‘Dettol’ and ‘Disprin’?” What if someone asks you this question? What would your response be? “Stupid!” Right? And we totally understand you... totally, especialy having understood that the two brands are more than just the two-strong pillars for the FMCG giant Reckitt Benckiser. However, there’s danger lurking round the corner too as besides the two names, the company has no other pillar to support itself. Thankfully, the giant today is now all set to diversify in the generic segments of personal care – something that is the need of the hour. Of late, the home-care segment has been the cash cow for the company but to have a leadership position in FMCG one needs to strengthen its presence. And improving upon its brand Dettol remains the best chance for the giant. In an exclusive interview with 4Ps B&M, Stefan Gaa, Regional Marketing Director (South Asia), Reckitt Benkiser reveals the company’s future plans with Dettol and it’s growth strategy in the personal care segment.

4Ps B&M: How are you planning to increase your presence in personal care segment?

Stefan Gaa (SG): We will have many products in the personal care segment and it will be under the brand Dettol. We will be venturing into other segments too and will have seasonal products like Dettol cool shower gels. We will also move across the value chain to bring-out products like sanitisers and other variants in the beauty segment.

4Ps B&M: But isn’t this initiative disturbing the earnestly generated ‘anti-septic & hygiene’ brand image of Dettol?

SG: No. Even if we are venturing into a new segment, we are not compromising on our brand image. All our products under the Dettol umbrella will be addressing health & hygiene needs. Rather, this will give us an edge over competition and other common beauty soaps available in the market for we will have beauty bars which will at the same time focus on the hygiene factor.


4Ps B&M: In the beauty bar or generic soap segment, rivals have a strong positioning with wider product portfolio. Don’t you think it will be difficult for you to gain market share?

SG: We might have a lower count of products, but our product attributes are more than any other available in the market. Moreover, Dettol is a widely accepted brand in India and that’s the reason all our venture in personal care segment will have the brand name Dettol. We are also the market leader in anti-septic liquid, where no other player has a market share even close to us.

4Ps B&M: How important is the term ‘retail’ to you?

SG: We have a global operation model, which focuses on all members of the distribution channel. So whether it’s a big retailer or a small wholesaler, we do business directly with them which enables us to ensure our presence in every corner of the country. We never believe in exclusive tie-ups with retailers and today, we do business with Reliance or any other similar chain. But on a general note, retail is still very critical...

4Ps B&M: Your future plans...

SG: Clearly, Dettol will be established as an iconic personal care brand and is more associated with lifestyle. And definitely, the contribution from Dettol in India to the global turnover will grow higher by the day.

Edit bureau: Angshuman Paul

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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