New Delhi: Aiming to tap the fast growing home cleaning products market in the country, FMCG company, Dabur is expanding its range of kitchen and home cleaners and freshners.
Targeting a 10% market share of the Rs1,500 crore home cleaning products segment in the country, over the next two years, they are bringing in new products and repackaging and relaunching existing ones.
“With consumers today becoming more hygiene conscious and seeking more innovative products for homes, demand for specialized cleaners is on the rise. We are confident of capturing about 10% share of the market,” Girish Kumar, senior general manager, Home Care Division, Dabur India said.
According to him, the company is planning to capitalize on the widespread housing and construction boom across the country, which has led to a rise in the number of modern homes and an increasing awareness about hygiene.
They will roll out a new hard surface cleaner under the brand name ‘Dazzl´, which is useful both as a kitchen and floor cleaner. This will be the first new brand to come out from Dabur in the last 10 years. The company has entered into a collaboration with the New York based International Research Laboratory to develop a ‘Dirt Trap Technology’ and has roped in television star Smriti Irani as its brand ambassador.
In the toilet cleaning segment, where it currently offers the Sanifresh Thick brand, they will remake and relaunch the ‘Odonil´ brand. Last month, the company intruduced the spray variant of its mosquito repellant range ‘Odomos´.