GODREJ CONSUMER PRODUCTS' (GCPL) personal care brand Cinthol might have recently turned 70, but its core propositions of skin health and deodorisation remain unchanged. The brand, which made heads turn in the 1980s with its ultra-masculine simulacrum represented by Vinod Khanna, has over the decades been endorsed by Bollywood stars like Shah Rukh Khan and Hrithik Roshan, before taking on a more inclusive tonality.
Indeed, over the years it had stepped out of adjacent categories servicing men's grooming needs to keep a singleminded focus on the core soap business and higher value categories like talc and deodorant.
The move has paid off. Cinthol is reportedly just under the ₹1,000crore revenue mark, with an estimated 5% market share of the mass end of the soap market.
The cluttered toilet soap category in India is valued at ₹20,000 crore.
The market is segmented into popular/mass brands, and premium ones that command an estimated 70% and 30% of the overall market, respectively. In the mass segment, the brand competes with the likes of Lux, Liril, Santoor and Dettol.
この記事は Financial Express Mumbai の February 03, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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この記事は Financial Express Mumbai の February 03, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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