Godrej Consumer Products Limited, a leading emerging markets company, announced the expansion of its detergent portfolio by launching Godrej Ezee 2-in-1 liquid detergent + fabric conditioner for regular clothes.
The Indian detergent market is pegged at INR ~215 cr. Over the last two years, the liquid detergent category has been growing exponentially at 27% CAGR as per AC Nielsen. The Godrej Ezee brand was launched in 1983 with a single focus on taking care of winter wear and woollens. Fragrance and has been a huge gap within the segment of liquid detergent users and consumers have to buy detergent and fabric conditioners separately leading to them spending more. With Godrej Ezee 2-in-1, the company offers dual benefits of detergent and fabric conditioner in a single product. This effective solution will reduce the cost of consumers by almost half when compared to their current spending.
Speaking about this launch and expansion in the detergent category, Sunil Kataria, CEO - India & SAARC, Godrej Consumer Products Limited (GCPL), said, “Godrej Ezee is already the most preferred brand by consumers for woolens. Building on this equity, we are expanding our detergent portfolio with a category redefining innovation in the form of Godrej Ezee 2-in-1 liquid detergent + fabric conditioner for regular clothes. With this launch, we intend to depersonalize our brand and foray into the regular clothes detergent category. Our offering is a first-of-its-kind product in the category which combines two formats into one. Keeping intact the strength and color of the fabric, it removes tough stains and leaves no residue on clothes or in the machine. It ensures a long-lasting fragrance with its encapsulated fragrance molecules. It is easy to use for both buckets as well as machine wash (front and top load). With specialized offerings for regular clothes and winter wear, we are committed to increasing penetration and awareness of Godrej Ezee.”
