FMCG firm RB on Monday announced an extension of its popular germ protection brand Dettol by introducing a new range 'Dettol Co-Created with Moms', under which it has launched bathing soaps and handwashes. The company has launched 'Dettol Co-Created with Moms' after consulting over 800 mothers for the products, which they want for their families, and claimed to have lesser chemicals and free from parabens, dyes and talc.
Dettol directly contacted mothers to understand the attributes they want in products and received their approval on the ingredients before launching the range. "This platform has an immense possibility. If this is successful and got a good start, then possibly, we would extend it further," RB South Asia Health Chief Marketing Officer Pankaj Duhan told PTI.
He said: "Right now we are launching the soaps and handwash in Tulsi and Jasmine fragrances". Presently, Dettol has around 10 per cent share in the soap segment, which is estimated to be around Rs 20,000 crore and has around 45 to 50 per cent in the liquid handwash segment, which is around Rs 2,000 crore, Duhan said.
However, the company has not shared Dettol's market share in the liquid antiseptic segment. "We have market-leading shares in the many of the categories, in which we are operating in and we would continue to outpace the market," said Duhan.
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