By Ratna Bhushan & Sagar Malviya | 02 October 2014, 10:08 AM IST
NEW DELHI/MUMBAI: Among the biggest beneficiaries of the 'Swachh Bharat' campaign that Prime Minister Narendra Modi will flag off on October 2 will be two multinationals Reckitt Benckiser and Hindustan Unilever that together own most big household cleaning brands in the country such as Lizol, Dettol, Harpic, Domex and Colin.
Companies such as consumer products maker Dabur and top retailer Future Group plan to leverage the 'Clean India' drive by launching their own cleanliness campaigns to promote their brands, as marketers say the biggest challenge for hygiene category has been lack of awareness. Nitish Kapoor, MD, Reckitt Benckiser, said the government initiative will significantly help spread hygiene awareness.
"In the long term, as more and more people adopt healthy hygiene practices, our products like Dettol and Harpic will become relevant for them," he told ET. Both HUL and Reckitt Benckiser run big awareness campaigns, particularly in rural areas, to boost sales of their hygiene products. Reckitt has committed Rs 100 crore for a five-year Dettol campaign to address "the country's hygiene and sanitation needs".
It has roped in Amitabh Bachchan as ambassador for the programme that will take off this month and will cover 400 villages across Haryana, Rajasthan, Uttar Pradesh, Bihar, Jharkhand, Chhattisgarh, Madhya Pradesh and Maharashtra through videos, flyer distributions, posters, handwashing sessions and street plays. An HUL spokesperson said its Lifebuoy 'handwashing programme', which spreads the importance of washing hands with soap, has reached 58 million people in rural and urban India since 2010. Last year, HUL launched Domex Toilet Academy programme that aims to build 24,000 toilets in the country by 2015.
"Campaigns like Swachh Bharat will go a long way in creating awareness amongst people on the need for healthy hygiene habits," the person said. Reckitt Benckiser dominates toilet care space with its brand Harpic enjoying 69% market share in 2013, according to Euromonitor. It controls surface care market too with 57% share through brands such as Dettol, Easy-Off Bang, Lizol and Colin.
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NEW DELHI/MUMBAI: Among the biggest beneficiaries of the 'Swachh Bharat' campaign that Prime Minister Narendra Modi will flag off on October 2 will be two multinationals Reckitt Benckiser and Hindustan Unilever that together own most big household cleaning brands in the country such as Lizol, Dettol, Harpic, Domex and Colin.Companies such as consumer products maker Dabur and top retailer Future Group plan to leverage the 'Clean India' drive by launching their own cleanliness campaigns to promote their brands, as marketers say the biggest challenge for hygiene category has been lack of awareness. Nitish Kapoor, MD, Reckitt Benckiser, said the government initiative will significantly help spread hygiene awareness.
"In the long term, as more and more people adopt healthy hygiene practices, our products like Dettol and Harpic will become relevant for them," he told ET. Both HUL and Reckitt Benckiser run big awareness campaigns, particularly in rural areas, to boost sales of their hygiene products. Reckitt has committed Rs 100 crore for a five-year Dettol campaign to address "the country's hygiene and sanitation needs".
It has roped in Amitabh Bachchan as ambassador for the programme that will take off this month and will cover 400 villages across Haryana, Rajasthan, Uttar Pradesh, Bihar, Jharkhand, Chhattisgarh, Madhya Pradesh and Maharashtra through videos, flyer distributions, posters, handwashing sessions and street plays. An HUL spokesperson said its Lifebuoy 'handwashing programme', which spreads the importance of washing hands with soap, has reached 58 million people in rural and urban India since 2010. Last year, HUL launched Domex Toilet Academy programme that aims to build 24,000 toilets in the country by 2015."Campaigns like Swachh Bharat will go a long way in creating awareness amongst people on the need for healthy hygiene habits," the person said. Reckitt Benckiser dominates toilet care space with its brand Harpic enjoying 69% market share in 2013, according to Euromonitor. It controls surface care market too with 57% share through brands such as Dettol, Easy-Off Bang, Lizol and Colin.
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