Godrej sees no threat from firms tapping 'naturals' market

FMCG major Godrej Consumer Products said it has launched a new soap under thebrand 'Godrej No 1' based on natural ingredients, even as thecompany stressed that there is no reason to get perturbed byother players like Patanjali entering the segment."We have launched a new soap under our brand of GodrejNo 1, which first of all is the third largest soap brand byvolume in the country. In terms of revenue, it is a Rs 1,000crore plus brand, which it has become in 20 years only," GCPL Business Head India and SAARC, Sunil Kataria, told reportershere today. Kataria said that Godrej No 1 is a brand which is builton natural products. "All eight variants of No 1 which exist in market arebased on natural ingredients including sandal and turmeric,which is our largest variant," he informed.Replying to a question about Patanjali's aggressivemarketing campaign for its products including soaps, Katariasaid, "For us, I don't see any reason to get perturbed by whatis happening."To another related question, he said, "One thing I wantto tell you is what Patanjali as a phenomenon is going to doto the brands which are already on natural, it will benefitthe brands which are already on natural." Adding further, he said, "for Godrej brands, there is noimpact, if you see the data (on Patanjali's entry)". He also said, "India has always been a country ofnaturals (demand for such products has always been there). Ourproducts under No 1 brand are based on these ingredients."We have been tapping this trend for naturals for long.Now, here comes another brand which is now taking that trendalso further aggressively across, which we have been doingtill now. So, we see more the merrier. What will happen isthat natural brands trend will become even more bigger. Wewere already trying to make it bigger.Then, I think all the brands, which are strongly based onnaturals, will benefit," he said. "The Godrej No 1 germ protection soap which was launchedhere is infused with the benefits of two powerful naturalingredients -- neem, a natural germ fighter and coconut milk, a skin moisturizer and good for skin," he said.The company has roped in BJP MP from Chandigarh and Bollywood actress Kirron Kher and another actress Revathi fortheir advertisement campaign for the newly launched soap. To another question, he said India domestic business of GCPL last year was roughly around Rs 5,000 crore. He also informed that as far as household inseticides isconcerned, "We are market leaders in insecticide business.Size of this market is around Rs 4,500 crore."About the company's 'Good Knight' brand, he said its salewas around Rs 1,800 crore. "There is a plan to take Good Knight to African markets," he said.