Godrej Consumer Products launches ProClean

Mumbai: Godrej Consumer Products Limited (GCPL), a leading emerging markets company, forayed into the home cleaning products segment by launching Godrej ProClean, a brand that provides surface cleaning and disinfecting solutions. The brand offers three products including 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 products that offer protection against germs. The brand’s USP is its ‘best quality at best price’ offering.
 
The market size of home cleaning products (branded floor, toilet and bathroom cleaners segment) is pegged at INR 2600 crore, as per AC Nielsen. Due to increased awareness about cleanliness and hygiene, consumers are opting for products that will enable them to keep their homes clean and germ-free. This is likely to fuel further growth of home cleaning products category in the coming days. Consumer preferences have also shaped the demand for durable, new-age products as against the traditionally used cleaners like phenyl.
 
Commenting on GCPL’s foray into home cleaning products category with Godrej ProClean, Sunil Kataria, Chief Executive Officer - India & SAARC, Godrej Consumer Products Limited (GCPL), 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 further added, “ProClean is a one-stop home cleaning, hygienic solution for everyday use. It offers 99.99% 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 prioritizing hygiene, safety and germ protection, and our new launch is another step towards reinforcing this commitment.”