BackGodrej to tap barbers to promote its brands in rural areas
Godrej to tap barbers to promote its brands in rural areas
PremiumNew Delhi: Consumer goods major Godrej Consumer Products Ltd is working on tapping salons across the country to promote its brands, especially in smaller towns and rural areas.
The company has chalked out an ambitious plan to rope in up to 50,000 salons and barber shops in semi-urban and rural areas across the country to promote its hair care brands -- ‘Nupoor’ mehandi and ‘Expert’ hair colour -- in these areas.
“This is a focussed activity we are doing across about 40,000-50,000 barbers over the next six months. These are basically in small towns and in rural market...it will help us get recommendation from the barbers...," Godrej Consumer Products managing director Dalip Sehgal said.
These barber shops and salons would showcase the entire range of hair colour and other products and serve as a point for promoting these products, Sehgal said in a confererence call with analysts.
The company would place combipacks of products such as shaving creams, talcum powders, soaps and hair colours in these salons.
According to company officials, sales from rural areas contribute around 38% to the total revenue. And this market has been growing at over 20% in the last six to seven quarters.
GCPL, a Godrej group company, has products such as Cinthol and Godrej shaving cream under its portfolio. It has reported sales of Rs439 crore and a net profit of Rs70 crore in the quarter ended on 30 June 2009.
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