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Henkel to expand air freshener product portfolio

Henkel to expand air freshener product portfolio


New Delhi: Henkel, which has clocked a sales of about Rs500 crore in India mainly through its home cleaning products, is now expanding its ‘Renuzit´ brand of room sprays with launching car fresheners, continuous air instant fresheners and super odour neutralizers.

“We started marketing Renuzit in India with room sprays and sold them exclusively in the modern trade channel but are now entering the growing car freshener and continuous air freshener market with innovative consumer offerings," Henkel India category manager, laundry and homecare division, Debashis Das told PTI.

He said Henkel has been able to garner an average market share of 10% across supermarket chains.

“We are looking at garnering 20% shares in modern trade stores over the next couple of years," Das added. “The air freshener market is only Rs55 crore market but is growing at around 30%," he said adding that the company is looking to expand its retail presence.

Das, however, said Henkel would seek to consolidate its existing range before going for any further diversification of the portfolio.

The company is targeting the premium and upper-end segment of customers. Henkel’s Renuzit range include aerosol sprays (5 varieties), adjustable continuous air fresheners (4), cars fresheners (2) and super odour neutralizers (2).

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