Mumbai: Godrej Consumer Products Limited (GCPL), is aiming to transform its ‘Ezee’ daily-wash brand into a Rs100 crore brand in the next 2-3 years.
“Presently Ezee’s turnover stands at Rs50 crore. We are confident of doubling it to Rs 100 crore in the next two-three years,” GCPL vice president, marketing, V Suresh told PTI here.
The growth will primarily be fuelled by its newly-launched Ezee Bright & Soft daily-wash liquid detergent through which the company has entered the high-potential premium detergents segment.
GCPL, an Adi Godrej-spearheaded enterprise, has the distribution network in place with 11 lakh outlets pan-India selling Ezee, Suresh said.
Ezee Bright & Soft is being promoted as a liquid detergent for daily-wash unlike in the past when liquid detergents were mainly used for wool-wear (winter clothes).
“We have entered the premium detergent powders whereas Ezee Bright & Soft is a liquid,” he said. The new product is an extension of the 25-year-old Ezee brand.
Launched last month in the north, east and west, the initial response has been encouraging. “After stabilising sales here, we will enter the southern market in the next 3-6-months,” Suresh said.
The premium detergents market is estimated at around Rs900 crore and growing at 12-15% per annum, he said.