Godrej Consumer re-enters air freshners with 'aer' brand

Moneycontrol Bureau

FMCG major Godrej Consumer Products has launched a range of car and home air freshners under the brand 'aer.' This is Godrej Consumer's re-entry into the segment, which it had exited in 2010. Godrej was selling air freshners brand Ambi Pur through a joint venture with US-based Sara Lee. The 15-year old partnership ended in 2010, when Sara Lee sold its personal care business to focus completely on foods. Air freshners brand Ambi Pur was sold to Procter & Gamble. With the launch of aer air freshners, Godrej said it wants to strengthen its home care portfolio. It already has a leadership position in household insecticides and hair colours in India. "Air care is an exciting category which has been witnessing growth in excess of 20% per annum. The growth in the air care category has been driven by an increasing consciousness amongst consumers to enhance their lifestyle and personal image. aer is an outcome of intense market research, consumer insights and design led innovation. We are confident that consumers will lap up the aer experience," said Sunil Kataria, EVP, marketing and sales. Godrej said it will launch aer with an extensive communication campaign, which includes a television commercial, digital media promotion and on ground consumer initiatives. The aerosol can has been priced at Rs 110, while the diffuser and dashboard perfumes for cars will be available at Rs 225 and Rs 299 respectively, Godrej said. Godrej Consumer shares were at Rs 569.70 in late afternoon trade on NSE, little changed from previous close.